Ad-Inspired Brand Interaction Rate
Social media advertising platform maker Kenshoo Social reports that Facebook ads experienced radical volatility in effectiveness over the holiday buying season so far, including an effectiveness spike on Cyber Monday.
There was a general increased trend in more willingness to interact with brands after seeing an ad, which progressed through the month of November (see graph left).
This matched a willingness to actually spend money as well. Direct sales revenue on Cyber Monday spiked to 2.38 times the first day of the month, and generally held above 1.5 times for the remainder of the month.
Factoring advertising costs, Kenshoo's clients in aggregate saw directly attributable retail revenue move from two times adspend to spike at more than ten times adspend on Cyber Monday, with the latter third of the month generally keeping above a multiple of four.