According to the Nest Index report, advertiser spend during this year's Black Friday weekend surged by an impressive 22% year-on-year, reflecting a significant uptick in consumer demand.
Will Ashton, CEO of Nest Commerce, noted that while Black Friday performance saw a delayed ramp-up, brands focusing on top-of-funnel marketing leading up have significantly benefited.
Brands embracing full-funnel strategies achieved a remarkable 41% increase in spend year-on-year, demonstrating the effectiveness of generating demand prior to peak shopping periods.
The report reveals that brands not running sales during the Black Friday weekend experienced a notable decrease in ad engagement, down by 31% year-on-year.
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