MediaRadar’s Weekly Advertising Overview: Beauty, Education, and Others See WoW Increase in Ad Sales
During the week of December 5, 2022, MediaRadar reported week-over-week increases in advertising spend for beauty (notably skincare and cosmetics), non-alcoholic beverages (especially water, milk, and tea), and education (with online education and certifications doubling ad investment), while technology advertisers overall reduced spending—particularly mobile phones and telecommunications, which dropped nearly 50%—except for security software, which increased by over 50%.
This week, MediaRadar reviewed ad buys from the week of December 5, 2022, and compared them to ads that ran the week of November 28, 2022.
While four categories are highlighted in this article, shifts in ad spend among all categories are also tracked, including Quarter-Over-Quarter (QoQ), Month-Over-Month (MoM), and Week-Over-Week (WoW) changes.
Below are four key takeaways regarding categories that have increased their advertising investment week to week:
Beauty
Beauty advertisers increased their advertising investment, driven by the holiday season and the desire to look one's best for parties and gatherings. Skincare and cosmetics brands were the main drivers, each increasing ad investment by over 20% WoW. These increases helped offset a decrease in fragrance advertising.
Non-alcoholic Beverage
Non-alcoholic beverage companies saw an increase in advertising. Water brands, in particular, saw a significant increase (over 50%) in ad spending WoW. Milk and tea advertisers also increased their ad buys during the week of December 5th. However, soft drinks advertising dipped by 10% WoW.
Education
As consumers prepare for the new year, advertisers in the education category increased their ad spend, hoping people will prioritize continuing their education in 2023. Within this category, online education and certifications saw the highest increase in ad spending WoW, with weekly ad investment rising by over 100%.
Technology
Some brands decreased advertising during the final weeks of the year. Technology advertisers reduced their investment in early December, which is notable since tech brands had increased their advertising at the end of November. Mobile phone and telecommunications companies, which typically ramp up advertising toward the end of the year, saw their ad spend drop by nearly 50%. However, security software within the tech category saw an increase of over 50% this week.
To review a full breakdown of which product categories are buying ads now, MediaRadar provides an updated list each week.
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