As we do after every quarter, it’s time to dive into what happened in Q2 across digital advertising’s three biggest channels: Search, Social, and Ecommerce with the Kenshoo Quarterly Trends Report (QTR).
Q2 2020 was unlike any quarter in recent memory and the metrics reflect that instability. We also have some interesting trends to share as advertisers attempted to stay efficient through less than ideal circumstances.
Kenshoo’s Quarterly Trend Reports include many proprietary insights about what’s happening in the digital advertising industry on a macro level. These insights are drawn from an analysis of nearly $7B in annualized marketer spend, over 800 billion ad impressions, and 12 billion clicks.
You can read the key takeaways from Q2 later in this post, but if you want to dive deeper:
Many advertisers either slowed or paused their online marketing efforts at the beginning of the pandemic in Q2, but are starting to show signs of recovery that may put budgets on track to reach pre-COVID-19 levels by the end of the year.
Across channels, product-specific shopping ads saw robust spending growth in the second quarter of 2020 despite the challenges of COVID-19. The entire category of Ecommerce Ads increased, while spending on these product-specific ads in both the Search and Social channels was up in Q2 compared to last year, even as total spending on Search and Social declined over the same period.
Ad costs dropped as marketers paused, slowed, or otherwise modified spending which created an opportunity for those remaining to buy more impressions at a lower cost.
Practitioners leaned on publisher automation to help them navigate the challenges they faced during Q2 in order to make every ad impression count.
You have many ways to go deeper into the numbers:
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