Digital Marketing Snapshot

The acceleration of online shopping over the last 12 months yielded robust growth across digital channels in the first quarter of the year.

Paid Search spending was buoyed by commerce advertising, Retail Media grew with the expansion of publishers, and Social Media ad prices were a key factor in spending growth for that channel.
WHAT YOU NEED TO KNOW
The growth of Search spending on shopping ads and by commerce advertisers mirrored the Retail Media channel, emphasizing the impact of ecommerce growth beyond the point of sale.
Changes in Social Ad spending have tracked closely with changes in ad prices, and those prices dipped from Q4 to Q1 after the end of both the holiday and the election seasons.
Spending on Retail Media Ads has evolved beyond just Amazon, with Instacart and Walmart comprising 11% of total spending in the channel in Q1.
As Publisher Automated Bidding has become more widely adopted for keyword search ads, clickthrough rates and click prices have increased, tripling year-over-year spending.
THE COMMERCE 'HALO EFFECT'
The growth of Search spending on shopping ads and by commerce advertisers mirrored the Retail Media channel, emphasizing the impact of ecommerce growth beyond the point of sale.
SOCIAL SPEND MIRRORS PRICING
Changes in Social Ad spending have tracked closely with changes in ad prices, and those prices dipped from Q4 to Q1 after the end of both the holiday and the election seasons.
RETAIL MEDIA EXPANSION
Spending on Retail Media Ads has evolved beyond just Amazon, with Instacart and Walmart comprising 11% of total spending in the channel in Q1.
AUTOMATED BIDDING DRIVES KEYWORD SEARCH PERFORMANCE
As Publisher Automated Bidding has become more widely adopted for keyword search ads, clickthrough rates and click prices have increased, tripling year-over-year spending.
SPOTLIGHT ON

COMMERCE ADVERTISERS

Tracking the total spending of Commerce advertisers reinforces the similarities in spending trends across channels.

SHOPPING ADS

Over the past four quarters, the share of total spending on shopping-specific ads from commerce advertisers in Search and Social has been similar.

APP ADVERTISERS

Apple Search Ads spending increased from Q4 to Q1, bucking the typical seasonal trend for other online ad publishers.
CORE TRENDS