U.S. retailers spent the most on paid-search ads during the
holiday weekend, with an emphasis on mobile devices.
Smartphones rose 542% year-over-year (YoY) during the
four-day weekend, peaking at more than 1000% growth on Thanksgiving Day. The
cost per click for smartphones also grew 134%, compared with the 2012 holiday
weekend, all per the IgnitionOne mid-quarter report highlighting a strong
Thanksgiving weekend for digital marketing across search and display.
Overall, impressions rose 40% compared with the 2012
shopping weekend, but clicks only rose 4% YoY.
Backing into the weekend, U.S. retailers spent 32% of
budgets on Cyber Monday, 18% on Sunday, 11% on Saturday, 24% on Black Friday
and 15% on Thanksgiving Day. Surprisingly, retailers spent 71% more on
Thanksgiving Day compared with the prior year.
Black Friday and Cyber Monday also played an important role
for display advertising. Conversions resulting in sales rose 20% on Black
Friday and 32% on Cyber Monday compared with last year, per the report.
Retailers saw a bigger jump in conversions, with a 52% increase on Black Friday
and a 79% increase on Cyber Monday YoY.
Other programmatic display metrics improved as well, with a
49% YoY increase in impressions for Black Friday and a 55% increase for Cyber
Monday. CPMs decreased YoY at the same time -- down 73% for Black Friday and
77% on Cyber Monday.
For those interested in
more data about ad spend over the holiday season, check out the following
website: http://www.adexchanger.com/data-nugget/iab-digital-ad-spending-surpasses-20-billion-in-the-first-half-of-2013/
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