|Now that we are clear of the week-over-week effects of the Amazon Prime Day Early Access event, Skai can provide updates on how the holiday season is shaping up. Stay tuned for weekly updates across commerce advertisers in the retail media, paid search and paid social channels throughout November and December.
For the week beginning 10/30/2022, total retail media spending was up 4% compared to the previous week and down 7% versus the four-week average. For commerce advertisers, search spending was up 9% and social spending was up 7% compared to the previous week, while against the four-week average, search spending was up 8% and social spending was up 9%.
|Click volume was up 2% for retail media, unchanged for search, and up 22% for social, compared to the previous week, while retail media impressions were up 3%, search impressions were down 3% and social impressions were up 13% versus last week.
When we break down spending trends by category across retail media, Shaving & Grooming stands out with over 30% spend growth week-over-week, a trend continuing from last week. While Computers displaced Skin Care with the greatest negative change in spend.
Hobbies & Leisure topped paid search week over week spend growth (which sees positive WoW spend growth across the board) with 21% growth, closely followed by Home & Garden at +17%.
As in paid search, Home & Garden and Hobbies & Leisure took the top two spots in WoW growth for paid social this past week, with 122% and 50% growth respectively. Whereas Home Improvement & Maintenance saw the greatest cut in week-over-week spend at -28%.