Global digital advertising growth in the fourth quarter of 2021 for physical products slowed compared to the same period in 2020. That’s according to Skai, an Israeli data and marketing intelligence firm.
Skai’s “Digital Marketing Quarterly Trends Report” is based on “approximately $7 billion in ad spend, including more than 3,000 advertiser and agency accounts across 40 verticals and more than 150 countries using the platform Skai™”.
The report separates advertising from physical goods by “Retail Media” (marketplaces and retail advertising platforms), “Paid Search” and “Paid Social”. Advertising growth slowed for all three categories in Q4 2021 compared to Q4 2020.
Skai defines “shopping ads” as those in specific shopping formats. According to Skai’s analysis, the percentage of shopping ads on paid search and paid social media for physical goods ranged from 41% to 48% from Q4 2020 to Q4 2021.
US advertising growth on Google Search was primarily higher in the fourth quarter of 2021 compared to the same period in 2020.
According to the “Digital Marketing Report Q4 2021” from Merkle, a US-based customer experience platform, “B2B”, “Nonprofit”, “Retail & Consumer Goods” and “Travel” all saw an increase in ad spend. on Google. Click volume and cost per click vary by category.
Merkel’s report includes fourth quarter year over year cumulative US advertising growth on Facebook and Instagram across all categories. Advertising on Facebook from the fourth quarter of 2014 to the fourth quarter of 2021 increased by 533%. Instagram’s cumulative growth since the fourth quarter of 2017 was 1,100%.