Infographic: Digital Marketing Snapshot

Digital ad spending grew across channels, but with some limits imposed by the compressed holiday calendar

Automated bidding now makes up a majority of both search and social spending
Year-over-year ad prices were either down or flat across all channels
WHAT YOU NEED TO KNOW
Over half of social spending now runs through Facebook Campaign Budget Optimization (CBO)
Normally, ecommerce accounts grow faster than overall search in Q4, but with the shortened period between Thanksgiving and Christmas, spending in this segment trailed the overall search market
With a 30% year-over-year (YOY) increase in ad spending, ecommerce channel advertising continues to grow faster than either search or social
As expected, spending growth for Thanksgiving to Cyber Monday showed more year-over-year growth across channels than the entire 28-day comparison period between last year and this year
Social
Over half of social spending now runs through Facebook Campaign Budget Optimization (CBO)
Search
Normally, ecommerce accounts grow faster than overall search in Q4, but with the shortened period between Thanksgiving and Christmas, spending in this segment trailed the overall search market
Ecommerce
With a 30% year-over-year (YOY) increase in ad spending, ecommerce channel advertising continues to grew faster than either search or social
HOLIDAY 2019
As expected, spending growth for Thanksgiving to Cyber Monday showed more year-over-year growth across channels than the entire 28-day comparison period between last year and this year
MOBILE/PRODUCT SPOTLIGHT

Mobile Spotlight

Mobile ads comprised 88% of Q4 social spending and 54% of search spending, and year-over-year spending growth for mobile search was more than double that of other devices

Product Spotlight

Social product ads started accelerating in Q3, while search growth was more focused in the fourth quarter
CORE TRENDS