According to a report from Skai on Q2 2022 Marketing Trends, retail media advertisements are accelerating.
Overall spending continues to increase, with retail media spending up 42 percent, paid social media spending up 15 percent, and paid search spending up 11 percent. This growth is attributed to brands wanting to reach larger audiences when they are already in the market.
Last year, there was decreased spending as advertisers adjusted to the release of iOS 14.5, which changed privacy controls and data availability of apple products. Q2, along with the rest of this year, reflects more stable spending in paid social media as solutions and workarounds to the disruptions have been found.
Responsive search advertisements were the most popular type of search spend. As companies moved away from the Expanded Text Ad (ETA) to the Responsive Search Ad (RSA), RSA spending went from to 23 percent to 38 percent this quarter. During the same period, ETA dropped from 40 percent to 27 percent spending.
Skai data is taken from over 3,000 advertising agency accounts across over 150 countries. Over US$9 billion of spending is measured across Platforms of interest, including Google, Microsoft, Yahoo!, Amazon, Apple Search Ads, Pinterest, Snapchat, Instagram and Facebook.
