Black Friday came and went and while the results were mixed (The National Retail Federation (NRF) estimated an 11% drop in combined online and in-store retail sales), digital seems to be the bright spot.
ComScore, for instance, found $26.7 billion was spent online in the month of November, a 16% increase from last year while Adobe's Digital Index clocked Cyber Monday online sales totals at $2.65 billion. Cantor Fitzgerald Equity Research noted that the digital components of omnichannel retailers like Walmart, Target and Best Buy performed well, with year-over-year growth of 54.4%, citing Channel Advisor percentages.
Here’s how the first mega-spending weekend played out for digital advertisers.
With yet another truncated holiday shopping season (there are only 28 days that fall between Thanksgiving and Christmas this year, as opposed to 33 in 2012), marketers upped the ante on bidding strategies.
According to Andrew Casale, VP of strategy at Casale Media, the real winner this Black Friday weekend was bidding that took place on Cyber Monday, coming in at “15% more overall demand/spend than we observed from already elevated Black Friday figures.”
Bids per impression were 42.9% higher than the Q3 average this Black Friday, and the average clear price was 33.3% higher than the Q3 average.
Retail spent the most and Casale said Target, Gap, Best Buy and Walmart were the top spending brands during the initial holiday spending period.