New Skai data highlights key marketing trends
SAN FRANCISCO, July 27, 2022 /PRNewswire/ — Today, Skaian omnichannel platform for performance marketing, is publishing its Q2 2022 Digital Marketing Quarterly Trends Infographican in-depth analysis of the digital marketing trends that defined the last quarter (Q2), with a full report to follow next week. Overall, spending increased in all channels compared to both last quarter and last year.
Overall spending growth continues
Retail media growth accelerated 42% year over year (YoY) in Q2 as advertisers continued to grow spending both on Amazon and the ever-increasing field of other retail media networks. Paid social media spending growth grew 15%, as 2022 has proved a more stable spending environment than the same period last year, which was disrupted by increased user privacy controls on Apple mobile devices. Paid search spending increased 11% YoY.
Shopping a big factor across channels
Retail media growth was, by definition, driven by more brands trying to reach a larger group of shoppers while they are in-market. Paid social spending growth in the quarter also benefited from investment on commerce-focused ad types and from commerce-focused advertisers . It was only in paid search where investment appeared to follow the macroeconomic trend away from goods and toward services.
Social advertisers are adjusting to IDFA
2021 saw sequential spending declines from April to May to June as the release of iOS 14.5 introduced changes to privacy controls and availability of data …