Let’s see what this week’s numbers say about online advertising, shall we?
- According to recent data from Socialinsider, social video is the top consumer trend that marketers will be keeping an eye on this year. TikTok continues to lead other major social media platforms in post engagement rates, albeit a slide in Q4 2022, and Reels is still the top-performing post type on Instagram. The report reveals that TikTok and Instagram far outpaced Facebook and Twitter throughout the year, Meta’s answer to TikTok – Reels – outperforms other post types on Instagram. For the year overall, Reels averaged a post engagement rate of 1.44%, ahead of Carousel (1.00%), Image (0.71%) and Video (0.65%) posts.
- In the latest State of Digital Commerce report by Comscore, mobile continues to outpace desktop in growth rates, leading to a higher share of digital retail commerce. During Q4, mobile commerce registered a 26.3% year-over-year growth rate, about double the rate recorded by desktop commerce (+13.5%). This pushed mobile spending to $127.5 billion and mobile’s share of total e‑commerce spending to 38.4%, its highest level yet, with the previous best being 35.9% in Q4 2021.
- A study on Digital Advertising Trends from Smartly.io, find that 50%of large B2C advertisers are dedicating more than one-quarter of their overall marketing budgets to social media advertising, and 45% agree that they plan to spend more on social media ads this year than last. These B2C companies’s annual revenues of $1 billion to $10 billion+, and about half spend at least $10 million on digital advertising each year. More than 8 in 10 of these respondents are advertising on Instagram (94%), Facebook (92%), Google ads (87%) and YouTube (83%). TikTok (68%) follows, and next very close are connected TV (65%) and digital out-of-home (63%), though LinkedIn (25%) and Pinterest (23%) have less appeal as advertising destinations.