The trends are telling. As digital purchasing behavior shifts around relaxed pandemic limitations, the impact of manufacturing and shipping delays account for challenges against a decline in retail spend. Conversely, long-awaited growth in the travel and B2B industries materialized in Q2 media.
Since its launch in 2011, the Digital Marketing Report (DMR) has become one of the most highly regarded and frequently cited reports in the digital marketing industry. How are key performance indicators across Google, Facebook, Amazon, and Instagram faring? Where are the opportunities and what shifts can you make to your strategy?
Overall search ad spend growth decelerated from Q1, increasing 8.7% Y/Y as CPCs and clicks faced a reversal of last year’s pandemic-driven trends.
Instagram spend saw slowed Y/Y growth for Q2 (+4% Y/Y), but a strong decrease in CPMs (-31% Y/Y). This platform can continue to be an opportunity for growth across brands, especially if Facebook remains saturated with competition.
TikTok debuted on this list for the first time, edging out LinkedIn for the #3 social platform outside of Facebook, in terms of advertiser investment.
As the US emerges from the pandemic, video and audio took a hit in spend share across advertisers who are investing in multiple digital channels, with the majority of Q2 budgets going towards Display (63%), followed by Social (22%).
Each quarter, the Digital Marketing Report (DMR) takes a detailed look at performance across digital channels, including paid search, SEO, product ads, CSEs, programmatic, and social media. It also provides insight into major digital trends including share of traffic for search engines, digital platforms, and across devices. Using many of our long-standing clients as an index, Merkle has compiled these reports since 2011 to provide the industry with a set of trustworthy benchmarks that can be leveraged to inform analysts and improve advertising.
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