Let’s see what this week’s numbers say about online advertising, shall we?

• According to a study  from CommerceNext, online sales performed worse than expected in 2022, and retailers have moderated their expectations for 2023, Only 44% expect online sales to grow by at least 10% this year. 68% of respondents said that their KPIs in paid social declined to some extent in 2022, including 43% who said they declined by at least 10%. Maybe because of this retail marketers seem to be shifting away from paid social. Their top investment allocations for new customer acquisition, 81% mentioned paid search as being within their top 4.
• One of the latest reports by CivicScience indicate that 41% of US adults feel that the majority of digital ads they see are either very (6%) or somewhat (35%) relevant to them. CivicScience notes that perceptions of digital ad relevance are heavily influenced by age, with adults under the age of 35 being 5-6 times more likely than their older counterparts to find digital ads to be “very” relevant. Thus, digital ads relevance is climbing.
• 82% of marketers responding to the Content Matters 2023 survey say that the importance of using content as a revenue driver has increased, and this goal has climbed the rankings this year.  The results are based on a November 2022 survey of 1,554 marketers across industries. According to the report, the most effective content types for driving revenue are ad placements and selling content products.