Q1 2022 Quarterly Digital Trends Report
Overall, spending decreased from Q4 to Q1 as the market recovered from the
holidays, but compared to the previous year, spending continued to grow and
extended many of the fundamental trends established over previous quarters. Retail media spending growth accelerated in Q1 as advertisers increased
spending on Amazon and broadened their programs to other retail media
networks. Paid search and paid social grew, but at a slower rate, with paid search
reaching the tail end of last year’s “growth spurt” and paid social continuing to
face Identifier for Advertisers (IDFA) headwinds even as advertisers began
implementing solutions to data loss.
Growth in video and product ads in paid social demonstrate how advertisers can make use of data signals within the social media sites themselves to seed targeted audiences later. The sharp increases in search spending have slowed largely as a result of click prices flattening out over the last six months, particularly for non-branded keywords. Newer retail media networks accounted for 40% of the year-over-year (YoY) growth in that channel.
In this report:
Learn quarter-over-quarter and year-over-year digital advertising campaign performance trends from Q1 2022, including:
- Key performance indicators for the fourth quarter of the year across retail media, paid search, and paid social
- Details on what drove notable trends and changes over time in each advertising channel
- Where retail media advertisers allocated their budgets
