UK retail search advertisers' ad revenue doubled year-on-year on Boxing Day 2013 with traffic shifting from desktop to mobile (smartphone and tablets) as shoppers spent the day at home and away from their work computers.
Based on a sample of UK retailers using digital marketing technology company Kenshoo’s platform for managing search advertising, 35 per cent of online spend, 37 per cent of conversions, and 38 per cent of revenue originated from tablet devices on Boxing Day. The analysis revealed that while desktop may still account for the biggest share of search advertising spend, marketers could capitalise on the shift towards mobile devices on days such as Boxing Day by adjusting their investment towards such devices, with greater spend on specific days allocated to mobile.
Kenshoo revealed retailers in its index had increased their paid search spend on Boxing Day, with the investment paying off and contributing to a 43 per cent increase in ad impressions and 57 per cent increase in clicks.
According to the results there was a 1300 per cent increase in spend on Product Listing Ads (PLAs), which now compromise the default ad format for Google Shopping. Retailers also saw a 1190 per cent increase in clicks with a 967 per cent increase in impressions from PLAs, showing the power and effectiveness of the format.