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Industry Outlook

See what’s happening by industry in a snapshot through the lens of Skai’s media and advertising data.


Data last updated: 12/9/2020


APPAREL

Ecommerce Advertising saw the greatest monthly spending increase in the Apparel category, but total budgets and ad prices were up in November across all channels.
COMPUTERS & ELECTRONICS

Spending increases were bigger than pricing increases in the Computers & Electronics category for both Ecommerce and Search, signifying an increase in the volume of clicks as holiday shoppers flocked online.
FOOD & GROCERIES

Weekly spending in the Food & Groceries category grew throughout November in the Ecommerce and Social channels.
FINANCE

Ad prices in the Finance category continue to be elevated in the Paid Search and Paid Social channels in the short- and medium-term, which may reflect demand for financial advice and tools as the economy continues to struggle with the pandemic.
Travel
TRAVEL & TOURISM

As the current wave of the virus accelerates, the recovery in the Travel category has reversed course in the Paid Search channel, with impressions declining over the last two months, and spend decreasing in November.
HOBBIES & LEISURE

Hobbies & Leisure was a clear holiday favorite in the Ecommerce and Search channels, with spending more than doubling and impressions and CPC also increasing compared to October.
HOME & GARDEN

In the Home & Garden category, overall budgets grew across all channels in each week of November, and the Ecommerce channel showed a particularly sharp increase in the week of Black Friday.
RETAIL & GENERAL MERCHANDISE

The category of Retail & General Merchandise can be broadly translated as "stores," and as the pandemic drives more and more shoppers online, these stores have responded with increasing digital ad budgets.
SPORTS & FITNESS

The Sports & Fitness category saw big monthly spending increases in both the Search and Social channels, with ad prices rising month-over-month as well.
VEHICLES

Paid Search advertisers in the Vehicles category have seen steady growth in both spending and average cost per click since August.

Skai Ecommerce COVID-19 Toolkit

The COVID-19 pandemic is shaking the global economy and upending marketing efforts worldwide. Brands across every GL in the Amazon and Walmart ecosystem from Health & Personal Care to Grocery to Toys and beyond are moving quickly to assess the impact on their advertising efforts and business writ large. Brands and agencies are looking for creative ways to address the situation, protect their bottom lines and serve their customers during uncertain times. Skai Ecomm knows that our partners are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks to help the industry monitor, analyze, automate and strategize to get the most out of their Ecommerce advertising efforts in the midst of rapidly changing conditions. Download the toolkit for industry stats, recommendations, tactics and strategies.

Download the Toolkit

Skai Search COVID-19 Toolkit

The coronavirus pandemic is shaking the global economy and upending marketing efforts worldwide. Verticals as diverse as travel, retail, e-commerce and financial services are moving quickly to assess the impact on their advertising efforts and looking for creative ways to address the situation, protect their bottom lines and serve their customers during an uncertain time. Skai Search knows that its partners are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks so our clients, using the Skai platform, can analyze, audit and adjust their paid search efforts accordingly.

Download the Toolkit

Skai Social COVID-19 Toolkit

The coronavirus pandemic is shaking the global economy and upending marketing efforts worldwide. Verticals as diverse as travel, retail, e-commerce and financial services are moving quickly to assess the impact on their advertising efforts and looking for creative ways to address the situation, protect their bottom lines and serve their customers during an uncertain time. Skai Social knows that brands and agencies are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks so marketers, whether they are using the Skai platform or not, can analyze, audit, strategize and adjust their paid social efforts accordingly. Download the toolkit for industry stats, recommendations, tactics and strategies.

Download the Toolkit

Useful Features for Marketers

When teams and budgets are leaner than ever, technology can make or break your year. Skai offers product advantages that can prove especially helpful during this specific period. Make every marketing dollar count with dynamic budget planning and pacing capabilities, AI-surfaced alerts, time-saving automation, and measurement tools that give you insight into multi-channel performance.

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DEFINITIONS AND METHODOLOGY

Ecommerce vertical or category refers to all retail and ecommerce advertisers across delivery channels.

The Ecommerce channel refers to sponsored product and sponsored brand ads on major online marketplaces and includes Amazon and Walmart.

Search data includes Google, Microsoft, Apple Search Ads, and some others.

Social data includes Facebook, Pinterest and some Snapchat data.

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