forbes.com
Amazon Cyber Monday Ad Spending Surges 23.3% Amidst Record Online Sales
Pacvue data reveals a 23.3% year-over-year increase in Amazon ad spending on Cyber Monday 2024, with CPC rising 15.8% to \$2.12, driven by intense competition for last-minute shoppers despite a longer promotional period; US consumers spent a record \$12.4 billion online.
- What was the impact of intensified competition on Amazon advertising costs during Cyber Monday 2024?
- On Cyber Monday 2024, Amazon ad spending surged 23.3% year-over-year, with cost-per-click (CPC) jumping 15.8% to \$2.12. This resulted from intensified competition among brands vying for last-minute holiday shoppers, despite a longer promotional period. US consumers spent a record \$12.4 billion online.
- Why did many brands concentrate their ad spending on Cyber Monday despite an extended holiday promotional period?
- The 96% increase in average daily ad spending on Cyber Monday compared to the previous day indicates many brands delayed significant ad investment until the peak shopping event, despite Amazon's efforts to distribute shopping throughout a longer "Turkey 12" promotional period. This suggests that traditional peak shopping days retain considerable significance.
- How should brands strategically allocate their advertising budgets for future holiday seasons given the sustained intensity of Cyber Monday competition?
- Brands should develop sophisticated advertising strategies for 2025 that balance early holiday promotions with substantial investment during peak days like Cyber Monday. Simply spreading budgets across a longer timeframe is insufficient; maintaining consistent visibility while reserving budget for peak events is crucial for success. The electronics category's high return on ad spend (ROAS) on Cyber Monday further highlights the enduring importance of traditional peak shopping days.
Cognitive Concepts
Framing Bias
The article frames the increased ad spending and competition on Cyber Monday as a negative, focusing on rising costs and intensifying competition. While acknowledging the record online shopping volume, the emphasis is on the challenges faced by brands rather than the overall success of Cyber Monday.
Language Bias
The language used is generally neutral and objective. Terms like "surge," "spike," and "fierce competition" convey a sense of intensity, but are not inherently biased. The quotes from Melissa Burdick are presented without editorial spin.
Bias by Omission
The article focuses heavily on Amazon and Pacvue data, potentially omitting insights from other e-commerce platforms or perspectives from smaller sellers. The impact of the extended holiday shopping season on smaller businesses is not explicitly addressed, which could be a significant omission.
False Dichotomy
The article implies a false dichotomy between early holiday promotions and Cyber Monday spending. It suggests brands must choose between one or the other, neglecting the possibility of a balanced approach.