INDUSTRY ANALYSIS
E-Commerce Advertising Report
Covers the E-Commerce industry’s trends, audience insights and key takeaways for E-Commerce brands to make the most of their online and offline marketing strategy.
Ecommerce Industry Trends
Over the past few years, internet sales in the UK have continued on a steady ascent, showing consistent growth. The onset of the COVID-19 pandemic in Q2 2020 accelerated this trend even further, pushing more consumers to explore online purchasing options.
E-Commerce Media Spends
How did each media channel contribute to the surge? TV investments gave online sales a significant lift during the first two years. Although these investments tapered off, they remained steady, returning to pre-pandemic levels by 2024. Direct mail followed a similar trajectory, with substantial growth until Q4 2021 before gradually declining back to pre-pandemic levels.
Meanwhile, Digital media saw a remarkable surge in investments, peaking in 2023. Despite a slight dip, digital media investments are still 30% higher than pre-pandemic levels, providing a sustained boost to online sales and positively impacting both the upper and lower parts of the marketing funnel.
E-Commerce Industry Dayparts
Daytime and Pre-Peak TV Ads: Advertising during these times is generally more cost-effective compared to prime-time slots. E-commerce brands, especially those with moderate budgets, can achieve a higher frequency of ads and better reach without the high costs associated with peak times.
E-Commerce Industry Impacts Allocation
In the e-commerce sector, Entertainment, Documentaries, and Drama series have emerged as the top categories for impacts allocation. This strategic focus can be attributed to several key factors, with specific subcategories playing a crucial role.
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