Thanksgiving – advertisers increase spending in mobile and social ad channels

Anne Freier

In mcommerce, Mobile Advertising. November 30, 2018

The holiday shopping season 2018 saw advertisers increase their spending across various channels according to new data released by Kenshoo, the digital advertising platform.

Spending for search and social media channels jumped 58% during Thanksgiving and Black Friday, whilst 78% also increased their eCommerce channel ad expenditure.

Pinterest saw some of the highest percentages (71%) of interested advertisers looking to boost their spending in the channel compared to 2017, followed by Instagram (63%).

Mobile search and shopping campaigns grew 44% for Thanksgiving and 43% for Black Friday, whilst Desktop expenditure decreased.

Social campaigns also saw increased spending (32%) with cost-per-thousand impressions up 32%. The success of these campaigns is reflected by higher consumer engagement rates from 2.7% during the first three weeks of November to 2.9% on Thanksgiving and 3.1% on Black Friday.

Specifically, dynamic ad formats for products and video ad formats performed strongly.

Meanwhile, eCommerce marketers drive up their Thanksgiving ad spend 20% and Black Friday spend 16% compared to 2017.

Search cost-per-click declined an average 9% year-on-year during the shopping holidays.

At the same time, search click prices jumped $0.27 during the first three weeks of November bolstered by advertisers looking to engage shoppers with higher purchase intent.