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Advertisers Paid a Lot More to Reach Holiday Shoppers This November

As anticipated, advertisers boosted their their budgets again in the shopping holidays around Thanksgiving.

New statistics from AdRoll show that (among their clients) ad spend rose on Thanksgiving, Black Friday, Cyber Monday and Retargeting Tuesday.

Here’s a look at some of AdRoll’s key findings, with stats comparing this year to 2014:

  • 43 percent more ad spend on Thanksgiving
  • 48 percent more ad spend on Black Friday
  • 41 percent more ad spend on Cyber Monday
  • 17 percent more ad spend on Retargeting Tuesday
  • Clickthrough rates more than doubled on Black Friday
  • Advertisers spend 47 percent more in Nov. 2015 than Nov. 2014

AdRoll CMO and president Adam Berke commented on this holiday shopping season:

In 2015 AdRoll saw a huge increase overall in advertiser spend, up 48 percent year over year on Black Friday alone. While AdRoll has been in hyper growth mode for some time, this holiday season has been particularly astounding. The primary driver appears to be the continued migration of holiday shopping to online and an increase in marketers understanding of how to take advantage of that trend. With conversions taking place increasingly on computers and mobile phones, instead of in physical locations, marketers are doubling down on the precision and accountablity of digital ad targeting. Advertising technology like retargeting and programmatic plays a big part. It offers marketers a strong set of tools from which they can increse online traffic to shopping sites and boost sales.

Other key stats:

  • On Black Friday, Apparel accounted for 55 percent of retail conversions, Kids products accounted for 11 percent of retail conversions and Consumer Electronics accounted for 11 percent of retail conversions.
  • On Cyber Monday, Apparel accounted for 51 percent of retail conversions, Consumer Electronics accounted for 16 percent of retail conversions and Kids products accounted for 12 percent of retail conversions.
  • On Retargeting Tuesday, Apparel accounted for 48 percent of retail conversions, Consumer Electronics accounted for 19 percent of retail conversions, Kid products accounted for 11 percent of retail conversions.

Ad spend more than doubled on the Web for the holiday weekend (Thanksgiving through Retargeting Tuesday) and it rose by 90 percent on Facebook over that same time span.

Readers: Do you feel like you see more ads on social this holiday season?

Image courtesy of Shutterstock.

Reblogged 1 year ago from www.adweek.com

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