Industry Outlook

See what’s happening by industry in a snapshot through the lens of Kenshoo’s media and advertising data.


Data last updated: 11/11/2020


APPAREL

Spending in the Apparel category has been increasing across all channels over the last several months, with Ecommerce getting a 56% month-over-month boost in October from Prime Day.
COMPUTERS & ELECTRONICS

Click prices for Computers & Electronics increased 9% in Search and 7% in Ecommerce in October compared to the previous month, and have been edging up over the past several months in both channels.
FOOD & GROCERIES

Spending in the Food & Groceries category increased across all channels versus September as consumers continue to turn online for these basic needs.
FINANCE

Paid Search impressions for the Finance categories increased by two-thirds from September to October, reflecting an increasing number of searches in the category. Impressions were also up for Paid Social ads, and spending increased in both channels.
HEALTH

Monthly budgets in the Health category increased 35% in the Paid Social channel and 26% across Ecommerce Advertising. Both channels are up considerably compared to four months ago, while Paid Search budgets have been stable over that period.
INTERNET & TELECOM

For Internet & Telecom advertisers in Paid Search, spending increased 15% compared to last month, while the average cost per click rose by 7%, with both of these metrics considerably higher than they were four months ago.
Travel
TRAVEL & TOURISM

As COVID-19 cases have grown, the weekly volumes of both impressions and spending in the Paid Search channel have started to trend downwards.
LAW & GOVERNMENT

The last week of October saw weekly political ad spending across Paid Social increase over 6X from where it was eight weeks ago, with average CPM leveling off around $16 in the last five weeks of the campaign season.

Kenshoo Ecommerce COVID-19 Toolkit

The COVID-19 pandemic is shaking the global economy and upending marketing efforts worldwide. Brands across every GL in the Amazon and Walmart ecosystem from Health & Personal Care to Grocery to Toys and beyond are moving quickly to assess the impact on their advertising efforts and business writ large. Brands and agencies are looking for creative ways to address the situation, protect their bottom lines and serve their customers during uncertain times. Kenshoo Ecomm knows that our partners are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks to help the industry monitor, analyze, automate and strategize to get the most out of their Ecommerce advertising efforts in the midst of rapidly changing conditions. Download the toolkit for industry stats, recommendations, tactics and strategies.

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Kenshoo Search COVID-19 Toolkit

The coronavirus pandemic is shaking the global economy and upending marketing efforts worldwide. Verticals as diverse as travel, retail, e-commerce and financial services are moving quickly to assess the impact on their advertising efforts and looking for creative ways to address the situation, protect their bottom lines and serve their customers during an uncertain time. Kenshoo Search knows that its partners are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks so our clients, using the Kenshoo platform, can analyze, audit and adjust their paid search efforts accordingly.

Download the Toolkit

Kenshoo Social COVID-19 Toolkit

The coronavirus pandemic is shaking the global economy and upending marketing efforts worldwide. Verticals as diverse as travel, retail, e-commerce and financial services are moving quickly to assess the impact on their advertising efforts and looking for creative ways to address the situation, protect their bottom lines and serve their customers during an uncertain time. Kenshoo Social knows that brands and agencies are in need of good information and actionable insights to help drive decisions. We’ve developed the following frameworks so marketers, whether they are using the Kenshoo platform or not, can analyze, audit, strategize and adjust their paid social efforts accordingly. Download the toolkit for industry stats, recommendations, tactics and strategies.

Download the Toolkit

Marketing In a Crisis: App Advertising

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Marketing In a Crisis: Local Advertising

Note to readers: This is the fourth in a series of posts offering some guidance for marketers during this global health crisis.  Previous posts:  Marketing in Crisis: Ecommerce Channel Ads Marketing in a Crisis: Search Engine Marketing Marketing in a Crisis: Social Advertising Local SMB’s are the bedrock of the American economy. In the current...

Marketing in a Crisis: Social Advertising

Note to readers: This is the third in a series of posts offering some guidance for marketers during this global health crisis.  Previous posts:  Marketing in Crisis: Ecommerce Channel Ads Marketing in a Crisis: Search Engine Marketing We’re all entering uncharted waters right now. In a normal April, experienced social advertisers can take a quick...

Marketing in a Crisis: Search Engine Marketing

Note to readers: This is the second in a series of posts offering some guidance for marketers during this global health crisis.  Previous post: Marketing in Crisis: Ecommerce Channel Ads Amid and despite today’s chaotic climate, we need to stay at the top of our game as marketers. Staying relevant and visible are crucial aspects...

Marketing in a Crisis: Ecommerce Channel Ads

Note to readers: This is the first in a series of posts offering some guidance to marketers during this global health crisis. Advertising, rather famously, has been described as the right message in the right place at the right time. As the industry grapples with not even the “new normal”, but the ever-changing normal of...

Vodafone Turkey uses Kenshoo’s Budget Navigator to stay agile during volatile market conditions

Background Part of the Vodafone Group, Vodafone Turkey offers a range of telecommunication technologies including fixed, mobile and content services to individuals and enterprises across Turkey.  Challenge Vodafone Turkey has been using Kenshoo’s Budget Navigator on top of Smart Bidding for some time to drive significant performance and efficiency gains (check out the full case...

Kenshoo Helps Buy Box Experts Navigate COVID-19

Challenge COVID-19 has significantly disrupted consumer buying behavior, impacting top line revenue and bottom line margin for Buy Box Experts clients selling on Amazon. The disruption is so enormous that adapting quickly has literally been the difference between survival versus going out of business. The changes have also affected thousands of advertising campaigns and hundreds...

Kenshoo and Partners Team Up to Support Feeding 500,000 Brazilians using Kenshoo Social

Background A favela is a unique, low-income and unregulated settlement neighborhood in Brazil that has experienced historical governmental neglect. They are typically associated with high levels of poverty – almost 15 million people live in favelas, 14 million of whom do not have jobs. The women living in the favelas typically sell products on the...

Spin Master and Kenshoo responded quickly to shifting consumer ecommerce shopping patterns during the COVID-19

Background Spin Master is a leading global children’s entertainment company with innovative toy lines, entertainment properties and digital games and toys. Its brands include GUND, Etch A Sketch, PAW Patrol and more.  Spin Master has been working with the Kenshoo Expert Services team to manage its Amazon Advertising campaigns on Kenshoo Ecommerce since February 2020....

Useful Features for Marketers

When teams and budgets are leaner than ever, technology can make or break your year. Kenshoo offers product advantages that can prove especially helpful during this specific period. Make every marketing dollar count with dynamic budget planning and pacing capabilities, AI-surfaced alerts, time-saving automation, and measurement tools that give you insight into multi-channel performance.

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DEFINITIONS AND METHODOLOGY

Ecommerce vertical or category refers to all retail and ecommerce advertisers across delivery channels.

The Ecommerce channel refers to sponsored product and sponsored brand ads on major online marketplaces and includes Amazon and Walmart.

Search data includes Google, Microsoft, Apple Search Ads, and some others.

Social data includes Facebook, Pinterest and some Snapchat data.

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