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1、The State of Retail Advertising in the U.S.An Analysis of Retail Ad Spending Trends and Top Advertisers Pathmatics.All rights reserved.Table of Contents The State of Retail Advertising report offers analysis on the latest U.S.ad spending trends2Retail Overview(3-7)Apparel(8-15)Office Supplies&Consum
2、er Electronics(16-22)Marketplace:(23-26)Conclusion(27-28)United States 01 02 03 04 05 06 OverviewShein Rose to No.1 Among Retail Advertisers in H1 2022 Top Retail Advertisers by U.S.Ad Spend20201Best Buy2Gap3W4Nike5PayPal6TechStyle Fashion7Sephora8Stitch Fix9Capital One10Ulta20211Best Buy-2Gap-3Nike
3、+14Ulta+65SheinNEW6TargetNEW7ANEW8PayPal-39TechStyle Fashion-310Dicks Sporting GoodsNEWH1 20221Shein+42Nike+13Gap-14Ulta-5Best Buy-46Capital OneNEW7Signet JewelersNEW8Sephora+39Dicks Sporting Goods+110Player 2NEW Pathmatics.All rights reserved.4Note Regarding Historical Data Pathmatics OTT data begi
4、ns on October 1,2021.Pathmatics TikTok and Snapchat data begins on January 1,2022.$0$500M$1.0B$1.5B$2.0BQ2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022Quarterly Retail Ad Spending Investment in Retail advertising has grown steadily in recent years.Retail ad spend hit$2.7 billion in H
5、1 2022,an increase of roughly$160 million (6.5 percent)compared to the first half of 2021.Retail ad spending has a seasonal pattern,picking up at the end of each year during the holiday season.Compared to the third quarter of each year,ad spending in the fourth quarter increased nearly 30 percent in
6、 2020 to$1.4 billion and 27 percent in 2021 to$1.8 billion.Retail Ad Spending Is Getting Back on Track with Consistent Growth Pathmatics.All rights reserved.Quarterly Retail Ad Spending in U.S.5Note:OTT,TikTok Snapchat data excluded$2.5B$2.7B$0$200M$400M$600M$800M$1.0B$1.2B$1.4B$1.6BApparelBeauty Re
7、tailCoupons&RebatesOffice Supplies&Consumer ElectronicsSports&OutdoorsAd Spending by Sub-Category Apparel brands dominated the Retail spend share for digital advertising.Its ad spending was more than 10 times as much as the No.2 sub-category,Beauty,in H1 2022.In total,Apparel ads accounted for more
8、than half the share of voice(SOV)for Retail advertising,with a monthly average of more than$260 million in ad spending and 183 billion impressions.Apparel is the Leading Retail Sub-Category by Digital Ad Spending Pathmatics.All rights reserved.Top Retail Categories by U.S.Ad Spend in H1 20226Note:Da
9、ta from January through June 2022Device Breakdown by Advertiser Social channels have been a key target for Retail categories.With the exception of Coupons&Rebates,advertisers in other Retail sub-categories invested at least 65 percent of their advertising budget on Social channels.Coupons&Rebates br
10、ands invested approximately 75 percent of their total ad spending on Mobile or Desktop Display and Video,while other Retail sub-categories only spent roughly 14 to 30 percent on those channels.Social Is a Key Digital Advertising Channel for Retail Pathmatics.All rights reserved.Ad Spending Breakdown
11、 by Device7Apparel10%6%7%29%30%10%7%Mobile&Desktop DisplayMobile&Desktop VideoInstagramFacebookTwitterTikTokSnapchatOTTBeauty Retail11%7%7%37%24%10%4%Coupons&Rebates8%8%7%26%49%Office Supplies&Consumer Electronics6%13%33%18%8%21%Sports&Outdoors54%11%7%23%Note:Data from January through June 2022 Unit
12、ed States 01 02 03 04 05 Retail:ApparelShein,Gap,and Nike Remain the Top Apparel Advertisers Top Apparel Advertisers by U.S.Ad SpendQ4 20211Gap2Signet Jewelers3A4Nike5TechStyle Fashion6Coach7Luxottica Retail8Dicks Sporting9H&M10Shein1Shein+92Nike+23Gap-24Signet Jewelers-25Coach+16Adore MeNEW7TechSty
13、le Fashion-28Stitch FixNEW9PandoraNEW10Dicks Sporting GoodsNEW1Shein-2Gap+13Nike-14Luxottica Retail+235Signet Jewelers-16Stitch Fix+27H&MNEW8Coach-39Dicks Sporting Goods+110VF Corporation+1 Pathmatics.All rights reserved.9Q1 2022Q2 2022Note Regarding Historical Data Pathmatics TikTok and Snapchat da
14、ta begins on January 1,2022.Quarterly Ad Spend in the U.S.Ad spending in Mens Apparel and Womens Apparel grew the most quarter-over-quarter from Q1 2022,by 62 percent and 45 percent,respectively.In Q2 2022 top Apparel advertiser H&M invested heavily in its newly launched video campaigns,“Welcome to
15、Htel Hennes!”with Gigi Hadid for womens apparel and“Wear that feeling”with Pete Davidson for mens apparel.Its quarterly ad spending on desktop video reached$13 million(an average of more than$4 million per month)for the first time in 2Q22.Mens Apparel Ad Spending Climbed 68 Percent in Q2 2022 Pathma
16、tics.All rights reserved.Quarterly Ad Spend in U.S.$0$50M$100M$150M$200MAccessoriesWomens ApparelFootwearAthletic ApparelMens ApparelQ1 2022Q2 202210+17%+45%-5%-1%+62%Monthly Accessories Ad Spending Jewelry brands saw their investment in advertising reach its zenith in the month of Valentines Day.Th
17、eir ad spending surpassed$30 million in February,up 59 percent month-over-month.In particular,top Jewelry brand,Kay,tripled its ad spending to$3 million in February.The Jewelry and Eyewear categories showed a similar trend in Q2 2022.Ad spending by both peaked in April and declined M/M.Between the m
18、iddle of April and Mothers Day.Advertisers in Jewelry spent approximately$3.2 million on creatives related to Mothers Day.Meanwhile,Eyewear advertisers ramped up their ad spend on video ads in April,an increase of 163 percent from the previous month.Jewelry Brand Ad Spend Peaked in February Pathmati
19、cs.All rights reserved.Monthly Ad Spend by Accessories Sub-Category11$0$5M$10M$15M$20M$25M$30M$35MJanuary 2022February 2022March 2022April 2022May 2022June 2022 Jewelry Eyewear Bags&Wallets Watches Belts Accessories:Creatives Highlight Accessories Sub-Category Creative Strategies in April 2022Jewelr
20、y Brand Top creative in April 2022 Pathmatics.All rights reserved.12Luxottica Top creative in April 2022National Vision Top creative in April 2022In April 2022,National Vision ramped up its OTT ad investment by approximately 780 percent,from$440,000 in March to$3.9 million to advertise its“two pairs
21、”discount promotion.In April 2022,Luxottica increased its ad budget on desktop video from$600,000 to$4.8 million.Among desktop video advertising,Luxottica invested heavily in its Sunglasses collaboration campaign on YouTube.It spent a total of$2 million on its top video creative,ZAYN x Arnette.Betwe
22、en the middle of April and Mothers Day,Jewelry advertisers invested a total of$3.2 million on digital ads for Mothers Day.Signet Jewelers had the highest ad spend on its Mothers Day ads at$1.7 million,followed by Tenengroup with nearly$900,000.Shein Quarterly App installs and Ad Spend According to o
23、ur Sensor Tower data,Shein surpassed Amazon as the top retailer app by U.S.installs for the first time in Q2 2022 with more than 6.8 million,up 5 percent quarter-over-quarter.An analysis of Sheins ad spend and download data for the past two years shows a strong positive relationship between digital
24、ad spending and new app downloads.Shein increased its ad investment year-over-year,up approximately 480 percent from Q2 2020 to Q2 2022,reaching$59 million in Q2 of this year,which helped increase Shein app downloads by 23 percent over the last two years.Shein Surpassed Amazon for the First Time by
25、U.S.App Installs in Q2 2022 Pathmatics.All rights reserved.13Quarterly U.S.App Downloads from the App Store and Google Play Shein vs.Amazon02M4M6M8M10MQ2 2020Q3 2020Q4 2020Q1 2021Q2 2021Q3 2021Q4 2021Q1 2022Q2 2022SheinAmazonShein Ad Spending&App Downloads in the U.S.Downloads02M4M6M8MAd Spending$0$
26、20M$40M$60M$80MQ2 2020Q2 2021Q2 2022Digital Ad SpendingU.S.App DownloadsNote:OTT,TikTok Snapchat data excludedShein vs.Cider Fast-Fashion brands Shein and Cider held the top Womens Apparel advertiser spots in H1 2022.Sheins ad spending has grown rapidly in the past few years.Its ad spending accounte
27、d for 43 percent of Womens Apparel Ad Spending in 1H22.Although both Shein and Cider spent a majority share of their budgets on social,with more than 85 percent of spend devoted to social platforms,they employed very different social ad strategies.Cider spent a relatively high share on TikTok and Sn
28、apchat,apportioning 42 percent of its ad spending on TikTok and 11 percent on Snapchat,while Shein only allocated about 15 percent of its ad spending across those two platforms.Shein Dominated Womens Apparel Ad Spending Pathmatics.All rights reserved.Womens Apparel Ad Spend Share In H1 2022140%25%50
29、%75%100%51%6%43%SheinCiderOtherShein27%45%13%13%Display&Video TikTok Instagram Facebook Twitter SnapchatCider11%8%39%42%Ad Spend Share by Device$0$1M$2M$3M1/2/221/9/221/16/221/23/221/30/222/6/222/13/222/20/222/27/223/6/223/13/223/20/223/27/224/3/224/10/224/17/224/24/225/1/225/8/225/15/225/22/225/29/
30、226/5/226/12/226/19/22Nikes Footwear Ad Spending Peaked the Week of Super Bowl LVI Pathmatics.All rights reserved.15Footwear Ad Spend Share In H1 20220%25%50%75%100%78%4%4%4%10%NikeSKECHERSReebokAddidasOtherTop Footwear Advertisers Weekly Ad SpendingWeek of Super BowlNike vs.its Competitors Sportswe
31、ar companies dominated the top Footwear advertisers ranking,with Nike,Skechers,Reebok,and Adidas all ranking among the top 10.Their ad spending accounted for one-fifth of SOV for Footwear advertising in H1 2022.Both Nike and Reebok saw their ad spending peak during the weeks of February 6 and 13.As
32、a Super Bowl sponsor,Nikes daily OTT ad spending reached nearly$1.5 million a day before Super Bowl LVI,and it spent almost$600,000 on Super Bowl Sunday itself Meanwhile,Reebok debuted a new campaign entitled“Life Is Not a Spectator Sport”and promoted its classic leather design in February 2022.Reeb
33、ok spent$630,000 for this new campaign on OTT during the week of February 13 01 02 03 04 05 United States United StatesRetail:Office Supplies&Consumer Electronics(OSCE)Best Buy Remained No.1 by Ad Spend Top Office Supplies&Consumer Electronics Advertisers by U.S.Ad SpendQ4 20211Best Buy2Walmart3Targ
34、et4Staples5Drop6A7Office Depot8Newegg9EC Design10eBay1Best Buy-2Staples+23A+34Office Depot+35Walmart-36Newegg+27EC Design+28Drop-39Target-610eBay-1Best Buy-2Staples-3A-4Walmart+15Target+46Office Depot-27Drop+18Newegg-29EC Design-210eBay-Pathmatics.All rights reserved.17Q1 2022Q2 2022Note Regarding H
35、istorical Data Pathmatics TikTok and Snapchat data begins on January 1,2022.Apparel Top$0$5M$10M$15M$20M$25M$30MBest BuyStaplesAWalmartOffice DepotQ1 2022Q2 2022Top 5 Advertisers by Ad Spending Best Buy was the top Office Supplies&Consumer Electronics(OSCE)advertiser,with an average of$8 million per
36、 month in ad spending in H1 2022.It accounted for more than half of the ad spend in the category at 52 percent,followed by Staples(16 percent)and Amazon(10 percent).Despite seeing its ad spending decline 15 percent quarter-over-quarter,Best Buy still held the top spot.Meanwhile,Walmart increased its
37、 ad spending to$2.4 million in Q2 2022,up more than 60 percent from Q1 2022.Best Buy Is the Leading OSCE Advertiser by Ad Spend Pathmatics.All rights reserved.Top 5 Office Supplies&Consumer Electronics Advertisers in H1 202218-15%+33%+5%+61%-11%0%25%50%75%100%0.6%28.6%70.8%SocialDisplay&VideoOTTLink
38、 Post and Carousel are the Most Popular Ad Types for OSCEAd Spend Breakdown by Device in H1 2022Ad Type Breakdown on Social in H1 2022 Pathmatics.All rights reserved.10%16%195%19%2%6%41%27%CarouselLinkPhotoStatusSocial StoryVideoOffice Supplies&Consumer Electronics Ad Strategy in H1 2022 OSCE advert
39、isers spent primarily on social channels for advertising.Their expenditure on social accounted for more than 70 percent of total digital ad spending.The main creative type that advertisers in OSCE used were link posts and carousel on social channels.More than two-thirds of total ad spending in utili
40、zed these two creative types.Video ads only accounted for 5 percent of spend.$0$10M$20M$30M$40M$50MJan-20Mar-20May-20Jul-20Sep-20Nov-20Jan-21Mar-21May-21Jul-21Sep-21Nov-21Jan-22Mar-22May-22Monthly Ad Spend OSCE advertisers see their investment in advertising spike in August leading into the new scho
41、ol year.OSCE ad spend hit$30 million in August 2020 and$44 million in August 2021.OSCE retailers reshaped their holiday ad strategy in 2021.In 2020,they saw their investment peak November for Black Friday and Cyber Monday deals.In 2021,they focused more on Christmas deals,with$46 million in ad spend
42、ing in December,up 37 percent compared to its ad spending in November.OSCE Retailers Focus Their Spending on Back-to-School and the Holidays Pathmatics.All rights reserved.Monthly Ad Spend20Start of new school yearBlack Friday&ChristmasNote:OTT,TikTok Snapchat data excludedStart of new school yearBl
43、ack Friday&Christmas$0$1M$2M$3M$4M$5M$6M$7M20202021Back-to-School Ad Spending in the U.S.As COVID-19 restrictions eased and U.S.schools steadily began to re-open for in-person learning,investment in back-to-school ads for Office Supplies&Consumer Electronics surged from approximately$1.3 million in
44、2020 to$6.7 million in 2021,up 425 percent year-over-year.Among the top five advertisers,Amazons back-to school ad budget on OSCE category grew the most,from less than$10,000 in 2020 to$5.3 million in 2021.Meanwhile,Walmarts back-to-school ad budget dropped by 11 percent,as did Best Buys by 71 perce
45、nt.Investment in Back-to-School Ads Surged in 2021 Pathmatics.All rights reserved.Back-to-School Ad Spending in U.S.Between July and September21Note:OTT,TikTok Snapchat data excluded$0$2M$4M$6M$8M$10M$12M20202021Black FridayCyber MondayAd Spending During the Holiday Season While OSCE investment in B
46、lack Friday-themed ads during November dropped from$9.4 million in 2020 to$3.6 million in 2021,down 61 percent,their spending on Christmas themed ads in December increased to$11.5 million in 2021,up 186 percent compared to the same period in 2020.OSCE Retailers Have Shifted Focus Towards December Ho
47、lidays Pathmatics.All rights reserved.Black Friday&Cyber Monday Themed Ad Spending in November22$0$2M$4M$6M$8M$10M$12M20202021Christmas/Holiday Gift Themed Ad Spending in December 01 02 03 04 05 United States United StatesOnline Marketplace$0$1M$2M$3M$4M$5M$6M$7MJan-22Feb-22Mar-22Apr-22May-22Jun-22O
48、nline Marketplace Ad Spending Trend Following a significant dip in its retail ad spend in February 2022,Amazons ad spend on retail increased month-over-month each month since March,and its monthly investment on digital ad reached nearly$7 million in June 2022.eBay ramped up its investment by 243 per
49、cent in June 2022,compared to previous month.eBay started investing on OTT and Snapchat,spending more than$400,000 on OTT and more than$300,000 on Snapchat in June.Amazons Monthly Retail Ad Spending Approached$7M in June 2022Online Marketplace Monthly Retail Ad Spend Pathmatics.All rights reserved.2
50、4eBayAAlibabaOnline Marketplace Ad Breakdown By Sub-categories Amazon,eBay,and Alibaba allocated the majority of their Retail ad budgets to the Apparel category.While Amazon and eBay spent around one-third of their ad budgets on the OSCE category,Alibaba split its Retail ad budget more evenly betwee
51、n OSCE and Beauty Retail.Top Online Marketplace ad spending on the Apparel and OSCE categories continued to climb upwards.In particular,investment on Apparel ads increased nearly 120 percent during H1 2022,reaching$5.5 million in June.Top Online Marketplace Apparel Ad Spending Climbs Upwards Pathmat
52、ics.All rights reserved.25Alibaba8%8%8%76%Amazon7%31%61%ApparelOffice Supplies&Consumer ElectronicsBeauty RetailSports&OutdoorsOther RetaileBay1%38%60%Online Marketplace Ad Breakdown By Sub-Categories in H1 2022$0$2M$4M$6MJan-22Feb-22Mar-22Apr-22May-22Jun-22Online Marketplaces Monthly Ad Spend By Su
53、b-categories$0$100K$200K$300K$400K$500KJan-22Feb-22Mar-22Apr-22May-22Jun-22Mobile&Desktop DisplayMobile&Desktop VideoFacebookInstagramTwitterSnapchatOTTeBays Monthly Retail Ad Spending By Device eBay started investing on OTT and Snapchat since June 2022,allocating more than half of its total retail
54、ad budget on those two platforms.In addition,eBay ramped up its desktop video ad investment to approximately$230 thousand in June.As sneakers continue be a popular category on the marketplace,eBay allocated nearly 75 percent of its Apparel ad budget to the Footwear category in Q2 2022.All of its inv
55、estment on video ads(OTT and Desktop Video)in June 2022 were related to new or pre-owned sneakers.eBay Allocated the Majority of Its Apparel Ad Budget to Footwear Ads Pathmatics.All rights reserved.26eBay Retail Ad Spend By Device United States 01 02 03 04 05 United StatesRetail Advertising Conclusi
56、on Pathmatics.All rights reserved.Advertisers in Retail have steadily increased their ad spending.In H1 2022,spending in the U.S.reached$2.5 billion,up 6 percent compared to same period in 2021.Note:OTT,TikTok,and Snapchat data excludedJewelry brands saw their ad investment peak in the month before
57、Mothers Day.Between the middle of April and Mothers Day,Jewelry retailers invested$3.2 million on digital ads for Mothers Day-themed creatives,accounting for 13.4 percent of its total ad spend.As a Super Bowl sponsor,Nikes Footwear ad spending peaked during the week of Super Bowl Sunday.Its OTT ad s
58、pending reached nearly$1.5 million the day before the Super Bowl and it spent another nearly$600 thousand on Super Bowl Sunday.Office Supplies&Consumer Electronics Retailers shifted their holiday ad budget to Christmas-themed ads in 2021.Their ad spending for Christmas ramped up to$11.5 million in D
59、ecember 2021,up 186 percent compared to December 2020.eBay started investing on OTT and Snapchat for its retail ads in June 2022.eBay spent nearly$430 thousand on OTT and more than$320 thousand on Snapchat,and it allocated more than half of its total retail ad budget to those two platforms in June 2
60、022.28Conclusion Retail Advertising in the United StatesInterested in Our Digital Marketing Intelligence Solutions?If you want to learn more about Pathmatics,please request a demo:Request a free insights reportGet the Latest Insights Read new analysis of the digital marketing ecosystem at Pathmatics
61、.All rights reserved.29 Pathmatics.All rights reserved.About Sensor Tower&Pathmatics Sensor Tower is the leading provider of actionable intelligence for the global digital economy,while Pathmatics turns the worlds marketing data into actionable insights.Founded in 2013 and based in San Francisco,CA,
62、Sensor Tower provides enterprise-level data on mobile apps and publishers through proprietary Store Intelligence,Ad Intelligence,Usage Intelligence,Consumer Intelligence,and App Intelligence platforms,which offer download,revenue,share of voice,and engagement metrics at unparalleled accuracy for the
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