Zeta Digital Trends – Week of May 18th, 2020

Zeta’s weekly Digital Trends offers week-over-week insights on things like media spend, site engagement, internet traffic and physical-location data.

Current Digital Trends

Digital Trends on the Up…

  • Out-of-Home Shopping 
  • Automotive
  • Hospitality

Digital Trends on the Decline…

  • Video CPMs
  • Display CPMs

Out-of-Home Shopping 

Consumer confidence is increasing with out-of-home shopping continuing its upward trend from last week (jumping by double digits overall). 

Foot traffic to malls and brick-and-mortar retail are both up, as is discretionary spending in areas like sporting goods, health, beauty, and consumer electronics.

Week over week, Zeta has seen a…

  •  >30% INCREASE in visits to Malls.
  •  >30% INCREASE in visits to Retail Stores.
  •   >5% INCREASE in visits to Sporting Goods, Health & Beauty, & Consumer Electronics Stores

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Automotive  

Continued ad spending is driving positive results, and automotive websites are generating impressive lead volume. 

Week over week, Zeta has seen a…

  •  7% INCREASE in site visitors to US auto-manufacturer websites. 
  • >30% INCREASE in leads from EMEA auto-manufacturer websites. 

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Hospitality 

Strong consumer confidence is also evidenced by increasing travel planning and traffic to hospitality websites. Visits to luxury-brand hotel sites have nearly recovered, while visits to economy-brand sites are up 10%. 

Week over week, Zeta has seen a…

  •   FLAT in terms of site visitors for both economy and luxury hotel brands.
  •   10% INCREASE in terms of time on site for economy hotel brands.

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Display

As digital trends go, declining inventory prices for display could be considered a good thing. They are creating an attractive opportunity for brands to re-engage those consumers starting to spend again. This is especially in premium contexts. Automotive manufacturers have been particularly successful and are seeing strong visits to their website of in market car buyers as a result. 

Week over week, Zeta has seen a…

  • 20% DECREASE in CPM for retail and automotive categories. 

Zeta’s Big Digital Trends Takeaway

Consumer confidence is coming back, and people are starting to patronize brick-and-mortar businesses once again. This is very positive news for small businesses as well as shopping malls. Therefore, marketers in retail (as well as the travel, and hospitality sectors) should capitalize on low CPMs to re-engage consumer audiences sidelined for the last two-months due to coronavirus. 

In conclusion, Zeta hopes the following insights can help guide you to make wiser decisions over the weeks and months ahead. In the meantime, stay safe, stay healthy, and be well.

***The above statistics are generated from Zeta Global’s Disqus network, Personalization site visitation network and programmatic media buying.***

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