Facebook has emerged as the big winner of a digital ad spending splurge by retailers over the key Black Friday and Thanksgiving sales bonanzas, racking up a 10.7% and 13% year-on-year uplift respectively.
The bumper haul was attained on the back of a wider 17.9% and 13.8% rise in digital ad spend on Black Friday and Thanksgiving versus a year earlier, according to data compiled by AdRoll, with advertising as a whole performing strongly throughout the weekend frenzy.
Click-through rates for instance rose by 11% on Black Friday and 10% on Thanksgiving versus the equivalent rates for 2015. These figures are dwarfed however by a 33% and 25.3% spike in web retargeting ads over the two days.
The joint biggest jump was reserved for mobile purchases, which leapt 33% on Black Friday to hit $1.2m. This largesse is mirrored in the empty wallets and purses of US consumers, which are now collectively $3.34bn lighter.