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Key Takeaways from Q1 2021

Here are some of the key digital marketing trends from Q1 2021's advertising data.


Brand
Retail Media Brings in New Players and Booming Spending
The first quarter of 2021 proved to be strong for Retail Media spending with new players rolling out broader advertising capabilities for brands on their platforms. While still the dominant force, Amazon’s share of the larger Retail Media pie declined from 98% a year ago to 89%. Together, Instacart and Walmart comprised 11% of total spending in Q1 with Instacart at five percent and Walmart at six percent.
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The Commerce Halo Effect and Surge in Paid Search
The online shopping boom created a halo effect; commerce advertisers grew Search budgets faster than the rest of the channel to match spending increases in Retail Media to bring customers to the ecommerce sites and convert interest into revenue. This was part of a perfect storm of conditions that drove record growth for Paid Search—up 46% year-over-year—and emphasized the impact of ecommerce growth beyond the point of sale.
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Social Spending Jumped in Comparison to Q1 2020
While there was the typical seasonal slowdown after the holidays, when looking at the numbers year-over-year, investment in social media advertising grew 32%. Impressions and clicks both increased by 13%, while the cost per thousand impressions (CPM) was up 17%. Two out of every three ad dollars on Facebook were allocated to Campaign Budget Optimization, with spending up in this segment more than twice as much as the overall Social channel at 77% year-over-year.

The Kenshoo Q1 2021 Quarterly Trends Report

Download the Q1 Report today.

This edition of the Kenshoo Quarterly Trends Report for Q1 2021 is drawn from an overall population of nearly $7B in annualized marketer spend, over 800 billion ad impressions, and 12 billion clicks. As one of the most well-respected datasets by those who follow advertising performance, it includes unique insights about what’s happening in the digital advertising industry on a macro level.
Learn quarter-over-quarter (QoQ) and year-over-year (YoY) digital advertising campaign performance trends from Q1 2021, including:

  • Key performance indicators for the third quarter of the year across Search, Social, and Ecommerce Advertising
  • Details on what drove notable trends and changes over time in each advertising channel
  • The impact of online shopping across the entire advertising landscape

Download the Report

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Highlights of the Kenshoo Q3 2019 Quarterly Trends Report

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Marketing in a Crisis: COVID-19 Resources

View more COVID-19 Resources

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... Read More »

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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... Read More »

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