7 Intriguing Digital Marketing Stats From a Week Dominated by Holiday Retail

Surprising Cyber Monday data and more

Headshot of Christopher Heine

It's been a strong week in digital marketing stats thanks to Black Friday, Cyber Monday and the holidays in general. Below are the seven data points that caught our eye in a big way. 

1. Black Friday ads go digital

Digital advertisers spent 17.9 percent more on Black Friday and 13.8 percent more on Thanksgiving compared to last year, according to AdRoll's data. Its findings are based on cross-client numbers from 25,000 customers that have purchased products on hundreds of ad exchanges. Facebook, in particular, seemed to have hauled in serious cash from retail brands. AdRoll said that the social network saw a 10.7 percent increase year-over-year on Black Friday and a 13 percent jump on Thanksgiving. 

2. Cyber Monday bonanza

Adobe revealed its final Cyber Monday tallies on Tuesday, reporting that there was $3.45 billion spent online, a 12.1 percent year-over-year spike. 

3. Holiday engagement

Since Nov. 1, Origami Logic has been tracking 125 brands across Facebook, Instagram and YouTube to gauge the level of engagement holiday-focused marketers are achieving. The company, which offers marketing software and services, found that the brands it had been tracking had generated nearly 1.2 million engagements from 805 posts through Cyber Monday.

4. Online tune-in

Let's step away from the holidays for a few moments. In a blog post, Jennifer Lane, the IAB's industry initiatives lead for audio, cited an Edison report from earlier in the year that said about 57 percent of Americans listen to online radio, and 21 percent listen to podcasts.

5. The cost of influencing

In 2016, according to a new study from Linqia, most marketers spent between $25,000 and $50,000 per influencer marketing program. The survey respondents reported those figures will double to $50,000 to $100,000 per program next year.

6. Tsk-tsk, not playing by the rules

Also per Linqia's research, 88 percent of respondents said they make sure influencers disclose sponsored content in order to comply with government regulations. In other words, 12 percent admitted to not complying with the FTC's guidelines. 

7. It's Amazon's world, we just live in it

OK, back to the holidays for this last one. To show which merchants had the best run-up to the holiday season, Verto Analytics late last week released data comparing the top 15 retailers based on the online activities of 20,000 U.S. consumers during October 2016. Amazon is the leader in seven of the 11 categories.  

@Chris_Heine Christopher Heine is a New York-based editor and writer.
Publish date: December 2, 2016 https://dev.adweek.com/digital/7-intriguing-digital-marketing-stats-week-dominated-holiday-retail-174927/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT