Channel & Industry Snapshot
See what’s happening by industry in a snapshot through the lens of Kenshoo’s media and advertising data.
Data last updated: 12/15/2020
With the “Cyber Five” now firmly in the rearview mirror, impression volumes are down in all channels. Ecommerce ad views declined 15% over the previous week, Search impressions for shopping and retail accounts were down 12% and Social dropped by 14%. Ecommerce was still trending higher than the week before Thanksgiving.
Ad clicks decreased by 10% in both the Ecommerce and Search channels versus the previous week, which included Cyber Monday, and Social clicks were down 21% on the week. Total Ecommerce and Search clicks were higher than the week before Thanksgiving.
Shopping and Retail ad spending peaked the week of Black Friday for the Ecommerce and Social channels, and the week of Cyber Monday in Search. Now that we are clear of those peaks, weekly spending is down, with total Ecommerce budgets shrinking by 24%, Search spending decreasing by 25% and Social outlays down 27% compared to the previous week.
In a down week, the biggest drops came from Beauty & Personal Care, Computers & Consumer Electronics and Home & Garden, which implies that those categories were very strong across Black Friday and Cyber Monday.
For search retailers, Hobbies & Leisure, Apparel and Home & Garden had the biggest retreat from elevated spending levels during the Cyber Five period.
Home & Garden budgets dropped more than the overall channel across Ecommerce, Search and Social, but among social retail accounts, it was Sports & Fitness that fell from Cyber Monday peaks the most.
Kenshoo Ecommerce Holiday Toolkit
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Kenshoo Search Holiday Toolkit
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Kenshoo Social Holiday Toolkit
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