For years consumers have been shifting the start of their shopping journeys from dedicated search engines to social media channels, and now it appears that advertising dollars are finally following them. This year, search-based channels saw a 7% decline in pay-per-click advertising spend, while spend on social channels increased 3%.
“The most impressive growth can be seen with TikTok, but most large social channels have increased their advertising shares at the expense of the search channels like Google or Bing,” said Jacques van der Wilt, General Manager of Feed Marketing at DataFeedWatch by Cart.com.
Take a deeper look at how ad dollars are shifting across categories in the infographic from DataFeedWatch. And to learn more about retail media, check out our full guide here.