U.S. retailers saw total clicks and online revenue generated by search advertising increase 24 percent year-over-year

San Francisco (December 28, 2011) – Kenshoo (www.kenshoo.com), a global leader in digital marketing software, today released additional data points from the company’s annual Online Retail Holiday Shopping Report. These findings focus on the week before Christmas, a critical period for last minute shopping, as well as updated information for the entire holiday season to date. The dataset examined by Kenshoo represents more than 25 billion total search advertising impressions, nearly 300 million clicks and over 7 million online sales transactions.


Key findings for the week before Christmas:
  • Online retail revenue driven by search advertising increased 24 percent year-over-year (YoY)
  • Online retail search advertising spend increased 39 percent YoY
  • Retail search advertising clicks increased 24 percent YoY


Key findings for the holiday season to date:
  • Online retail revenue driven by search advertising increased 22 percent YoY
  • Online retail search advertising spend increased 30 percent YoY
  • Online retail search advertising click-through-rate increased 28 percent


“The pace of online shopping in the U.S. continued to surge all the way through Christmas this year,” said Aaron Goldman, chief marketing officer at Kenshoo. “By and large, retailers anticipated the demand and increased paid search budgets while consumers responded in kind with their clicks and their cash.”


The data above is based on the Kenshoo U.S. Retail Index, a cross-section of Kenshoo retail advertisers covering such verticals as apparel, electronics, entertainment, home improvement, gifts, luxury goods and toys. The research covers paid search advertising in the U.S. across channels like Google, Yahoo and Bing for the week before Christmas (December 17-23) as well as the entire 54-day period leading up to and including Christmas.  A full report for the holiday season through New Year’s weekend with detailed charts and trend analysis will be released in early January.

About Kenshoo

Kenshoo is a digital marketing software company that engineers technology solutions for search marketing, social media and online advertising. Brands, agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social to direct more than $15 billion in annual customer sales revenue. The Kenshoo Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. Kenshoo powers 6 of the top 10 global hotel groups, 7 of the top 10 retailers, 7 of the top 10 telecoms, 9 of the top 10 ad agency networks, and 23 of the Fortune 50 companies. With campaigns running in more than 100 countries, Kenshoo customers include Annalect, Barnes & Noble, CareerBuilder, Facebook, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has ten international offices and is backed by Sequoia Capital and Arts Alliance. Please visit www.Kenshoo.com for more information.

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