E-COMMERCE

Charts: Expenditure on digital advertising for the 4th quarter of 2021

Growth in global digital advertising in the 4th quarter of 2021 for physical goods has slowed compared to the same period in 2020. This was reported by Skai, an Israeli company engaged in data and marketing intelligence.

Skye «Quarterly report on digital marketing trends“Is based on approximately $ 7 billion in advertising spending, consisting of more than 3,000 accounts of advertisers and agencies in 40 vertical industries and more than 150 countries running the Skai плат platform.”

The report separates the advertising of physical goods by “Retail Media” (marketplaces and advertising platforms of retailers), “Paid Search” and “Paid Social Networks”. Advertising growth slowed for all three categories in the 4th quarter of 2021 compared to the 4th quarter of 2020.

Skye defines “commercial ads” as ads in certain commercial formats. According to Skai analysis, the percentage of paid ads in paid search and paid social networks for physical goods ranged from 41% to 48% from the 4th quarter of 2020 to the 4th quarter of 2021.


In the 4th quarter of 2021, the growth of advertising in Google Search in the US was mostly higher compared to the same period in 2020.

According to “Digital Marketing Report for the 4th quarter of 2021“, From Merkle, the American customer engagement platform” B2B “,” Non-Profit Organizations “,” Retail and Consumer Goods “and” Travel “, all of which have experienced an increase in advertising costs at Google. Clickthrough rate and cost per click varied by category.

Merkel’s report includes the fourth quarter compared to the same period last year cumulative Growing advertising in the US on Facebook and Instagram in all categories. Advertising on Facebook from the 4th quarter of 2014 to the 4th quarter of 2021 increased by 533%. The overall growth of Instagram since the 4th quarter of 2017 was a whopping 1100%.

https://www.practicalecommerce.com/charts-q4-2021-digital-advertising-spend Charts: Expenditure on digital advertising for the 4th quarter of 2021

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