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San Francisco (November 28, 2011) – Skai (, a global leader in digital marketing software, today unveiled more preliminary findings of the company’s annual Online Retail Holiday Shopping Report. These findings focus on Cyber Monday and the week leading up to one of the season’s busiest days for online shopping. The dataset examined by Skai represents more than 12 billion total search advertising impressions, 160 million clicks and 3 million online sales transactions across U.S. online retail advertisers.
The Cyber Monday findings uncovered by Skai include:
  • Online search advertising spend increased 23 percent year-over-year (YoY) on Cyber Monday • Online retail revenue driven from search advertising increased 6 percent YoY on Cyber Monday
  • Average search advertising cost per click (CPC) increased 13 percent YoY on Cyber Monday
  • Online retailers’ return on advertising spend (ROAS) decreased 13 percent YoY on Cyber Monday
  • Total sales driven by search advertising for the week leading up to Cyber Monday increased 22 percent YoY

For comparison, Skai’s Black Friday findings showed a 29 percent increase in revenue driven by search advertising on Black Friday and 40 percent revenue increase on Thanksgiving day itself.

“Cyber Monday showed continued year-over-year gains on all key volume metrics but the lifts were not as dramatic as Thanksgiving Day and Black Friday,” said Aaron Goldman, chief marketing officer for Skai. “It appears retailers and shoppers front-loaded their activity to get a jump on the holiday season. Overall efficiency metrics are down slightly year-over-year with increased competition in search advertising auctions inflating cost per click prices for retailers.”

About Skai
Skai is a digital marketing software company that engineers technology solutions for search marketing, social media and online advertising. Advertisers, agencies and marketing providers use Skai Enterprise, Skai Local and Skai Social to direct more than $15 billion in annual customer sales revenue. The Skai Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. Skai powers 6 of the top 10 global hotel groups, 7 of the top 10 retailers, 7 of the top 10 telecoms, 9 of the top 10 ad agency networks, and 23 of the Fortune 50 companies. With campaigns running in more than 100 countries, Skai customers include Annalect, Barnes & Noble, CareerBuilder, Expedia, Facebook, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Skai has ten international offices and is backed by Sequoia Capital and Arts Alliance. Please visit for more information.

Skai is a trademark of Skai Ltd. Other company and brand names may be trademarks of their respective owners.