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Amazon upped its ad spending by 84% from 2017 and 2018.

This article cites a Kantar research which found that in the 2018 holiday season, retailer spending, on a year over year basis, fell from $3.9 billion to $3.7 billion. Overall, retailer spending in the indicated period was down by 6%.

Where ad spending on TV fell by 3%, newspaper spending saw a decline of 10%. As per ad spend, the top retailers in November-December 2018 were Target, Amazon, Walmart, Macy’s and Kohl’s.

The report further found that digital at 17% and paid social at 16% reported greatest increases in 2018. With the exception of Amazon (with an 84% jump in ad spend from 2017 to 2018), other major retailers either spent less or about the same.   

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