Digital ad spend revives amid holidays

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 28, 2021, 4:16 AM UTC

Merkle’s recent study reveals digital media spend for homebound consumers was higher during the holiday season.

Despite digital ad spends recovering during the holiday season and signs of “a return to normalcy” activity showing in Google, Amazon, store visits dropped 22% in the Q4 of 2020 as compared to 2019. Further, travel ad spend reduced 20% while emerging trends projected a return to pre-pandemic levels, as per the report.

Yearly ad spends for Google increased 12% in Q4 compared to 11% in Q3 and paid search grew 12%. Further, Amazon’s delayed Prime Day boosted sponsored product ad spend to 57% and Facebook’s cost-per-mille was up 10% during Q4.

Also, with consumers decidedly spending more time at home, traffic from desktop and tablets increased up to 4% in the final quarter. Additionally, Instagram’s Stories format saw 33% of the ad spend share.

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