It’s a new year and most marketers are already heads-down and running at full speed.
Going into mid-year planning, marketers knew that Q4 2019 was projected to be the first trillion-dollar retail shopping season in the U.S. Did advertisers step up their game in anticipation of the opportunity? Did they look to outspend rivals? Where did they invest their digital ad dollars?
Also complicating things in Q4 2019 was a shorter holiday season than recent years with just 26 days between Thanksgiving and Christmas. Previous short holiday seasons haven’t negatively impacted consumer spending—gifts still need to be purchased no matter the timeline—but advertisers had fewer days to cover so did they feel the need to bid higher to win media auctions or try to resist the urge to overpay?
What can marketers learn from last quarter’s performance to help them plan better in 2020?
This edition of the Skai Quarterly Trends Report for Q4 2019 is drawn from a universe of nearly $7B in annualized marketer spend, over 750 billion impressions and 15 billion clicks. As one of the most well-respected datasets by those who follow advertising performance closely, it includes many proprietary insights about what’s happening in the digital advertising industry on a macro level. In this report, learn quarter-over-quarter and year-over-year digital advertising campaign performance trends from Q4 2019, including:
- Ad spending velocity of the largest publishers in the world, including Google and Facebook
- Key performance indicators across Search, Social, and Ecommerce advertising
- Insight into how to interpret these market dynamics and how to take advantage of new opportunities