How did US Thanksgiving affect the digital advertising ecosystem?  MediaNet data observations revealed the following across our North American campaigns:

  • On Black Friday, overall impression availability dipped an average of 35% – reflecting a surge in demand as advertisers clamored to capitalize on the Black Friday shopping craze.
  • Transactional performance indicators including ROAS jumped 139% on the eve of Black Friday, showing that audiences were happy to engage with retailers online for pre-holiday shopping.
  • Cyber Monday, living up to its name, saw almost double this success, with an average performance jump of 252%.

Black Friday online shopping set a new record, reaching $3.34 billion and seeing a 21.6 percent growth over last year [1].  Sales on Cyber Monday increased 10.2% YoY to reach $3.45 billion.  [2] And globally, online sales averaged a 20% increase over the Thanksgiving period. [3]

Stay tuned for more interesting facts surrounding the 2016-17 holiday season in the New Year.