Ad prices drove continued growth in retail media and paid search while commerce ads boosted paid social investment
SAN FRANCISCO, Jan. 25, 2024 /PRNewswire/ -- Today, Skai, a leading omnichannel advertising platform, published its Q4 2023 Digital Marketing Quarterly Trends Report, an in-depth analysis of the digital marketing trends that defined the fourth quarter of this year, along with an interactive infographic detailing key analysis. The holiday season saw increased spending across key digital channels, with each of those channels taking a slightly different path to that growth.
- Double-digit growth in cost-per-click helped propel robust year-over-year increases in spending for retail media, and modest growth in paid search, according to Skai's Quarterly Trends Report.
- The holiday season saw increased spending across key digital channels, with each of those channels taking a slightly different path to that growth.
- Year-over-year (YoY) spending was up everywhere in Q4 as well, led by retail media at +27%, paid social at +15% and paid search at +4%.
- Skai is now including TikTok, YouTube and LinkedIn in its paid social analysis, so growth rates may not be directly comparable to previous reports.