Today we’re releasing a new research report with Kenshoo: Digital Advertising Trends for the 2018 Holiday Season.
In this report, we look at how digital marketers at US brands are expanding budget and reach for the 2018 holiday season, comparing this year’s spend to last year’s.
In 2018, brands are putting more advertising dollars toward social media Stories, mobile, and Amazon ads — all while maintaining or increasing budgets allocated toward traditional holiday ads such as Google Search and Facebook.
From Facebook Stories to Messenger ads, Amazon ads to Universal App Campaigns, this research report details how advertisers use and prioritize specific channels in order to reach consumers for the holiday season, and how that spend and prioritization has changed from year to year.
“As we get into a holiday season that will almost certainly be the biggest yet in terms of digital ad spending, we thought it best to ask marketers what they’re doing differently this year, rather than speculate on trends after reading the tea leaves,” said Chris Costello, senior director of marketing research at Kenshoo. “There is change, for sure, but the center of gravity remains with the channels and publishers—namely Google, Facebook and, to an increasing extent, Amazon—that have been historically successful.”
Significant opportunity awaits advertisers who think critically about which platforms to use to reach consumers during the 2018 holiday season.
The research debuted during a webinar today, November 14.
It is available for download from ClickZ here.
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