Kenshoo and OrionCKB Publish 2016 Holiday Advertising Survey Report

Oct 06, 2016


Kenshoo, a provider of agile marketing solutions, in partnership with OrionCKB, a direct response marketing agency, released a new report titled 2016 Holiday Advertising Survey Report. The survey polled top e-commerce and retail advertisers on their ad spend plan to maximize revenue during the upcoming holiday season. The survey results showed Facebook will command the majority of social media ad budgets for advertisers. Advertisers will dedicate almost half of all marketing budgets to Facebook, with 71% saying that spend will increase from last year.

While Facebook will command a larger share of retailer’s social media ad spend, the two most important ad types for holiday marketing programs come from Google. More than 74% of those surveyed said that Search Keyword ads are very important to their holiday marketing programs, while 61% of respondents cited Product Listing Ads (PLAs) as important. Since search is intent-driven it will continue to play an important role in e-commerce and retail holiday programs.