Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
Chris "Coz" Costello, Senior Director of Marketing Research @ Skai
With the holiday season in full swing, average daily spending and ad prices rose across all channels.
Nearly two-thirds (63%) of Skai retail media advertisers increased spending by at least 10% per day in November, along with 54% of paid search advertisers and 48% of social accounts. Paid search saw the biggest increase in ad pricing, with cost-per-click (CPC) up 12% overall and half of the advertisers in the channel seeing click prices up by at least 10% over October.
How do you measure up? Check out these benchmarks to see if your programs are on par with your industry peers or if you’re ahead or behind the curve.
This is a continuation of our monthly paid media snapshot series. As with any benchmark, your mileage may vary, but we hope this provides a bit more context for you as a marketer as you navigate the ups and downs of your program’s performance.
Methodology: For these benchmarks, only Skai accounts with spend above a minimum threshold for the previous three months are included. As of April 2022, spending benchmarks use average daily spend to control for longer and shorter months. Please note that the selection criteria used here are different from the Skai Quarterly Trends Report, which can sometimes lead to different results from the two analyses.
Overall, average daily spending in paid search increased 42% from October to November.
Overall, the average cost of a click in paid search advertising rose 12% from October to November.
Overall, average daily spending in social advertising increased 25% from October to November.
Overall, the average cost of a thousand impressions in social advertising rose 8% from October to November.
Overall, average daily spending in retail media advertising increased 34% from October to November.
Overall, the average cost of a click in retail media advertising rose 9% from October to November.
Come back next month for the most up-to-date data. Until then, you can dive into more of our research via our Quarterly Trends Reports hub.
And please visit the Skai blog and Research & Reports page for ongoing insights, analysis, and interviews on all things related to digital advertising.
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