Zeta Digital Trends – Week of April 27th, 2020
Zeta’s weekly Digital Trends offers week-over-week insights on things like media spend, site engagement, internet traffic and physical-location data.
Trending Up…
- Sports
- Automotive
- Economy-Brand Hospitality
Trending Down…
- Video CPMs
- Display CPMs
Sports
While still down by double digits month-over-month, consumer interest in sports-related content inched upward this past week—an uptick likely tied to the NFL Draft, The Last Dance docuseries about the 1997-98 Chicago Bulls, and the news around professional athletes hosting exhibition games in eSports.
Week over week, Zeta has seen a…
- 8% INCREASE in content related to sports.
Automotive
Traffic to US automotive websites again continues its week-over-week upswing. Manufacturer websites are once again having their best week all year in driving leads to dealerships—a strong signal of consumer purchase intent. This is particularly interesting given site visits remain relatively flat.
In Europe, automotive sites are also trending up. While they may not be offering the same aggressive financial incentivisation programs as their American counterparts, European automakers are staying effective with a steady dose of advertising to drive incremental consumer purchases.
Week over week, Zeta has seen a…
- 3% INCREASE in visits to EMEA auto-manufacturer websites.
- 16% INCREASE in leads from EMEA auto-manufacturer websites.
Hospitality
The Hospitality industry, one of the hardest hit sectors, is now showing signs of early recovery—while site-visitor numbers are holding steady week over week, time-on-site is up.
Continuing the trend from last week, time-on-site for economy brands has once again increased and back to January numbers for time-on-site. This suggests consumers’ are resuming planning for discretionary travel (e.g. summer vacation).
Week over week, Zeta has seen a…
- 6% INCREASE in time-spent on site for economy hotel brands.
Display
Increasing inventory and dropping demand is leaving display CPMs largely flat. However, as more May budgets are booked, a trend of lower CPMs for brands across many verticals is emerging, especially quick-service restaurants.
Having said that, some verticals are experiencing a surge in CPM price week-over-week—a likely consequence of equally surging consumer interest in these verticals:
- Shipping
- Auto parts
- Consumer electronics
Week over week, Zeta has seen a…
- 7% DECREASE in CPM for quick-service restaurants
- 36% INCREASE in CPM for shipping services.
- 35% INCREASE in CPM for consumer electronics.
- 32% INCREASE in CPM for auto parts.
Video
Video CPMs are lower week-over-week, with a notable showing by quick serve restaurants, suggesting increased at-home video entertainment is generating more supply than demand.
Week over week, Zeta has seen a…
- 17% DECREASE in video CPMs for quick-service restaurants
Zeta’s Big Takeaway
Hopes of a quarantine-free summer are stoking the fires of consumer interest in areas like travel, hospitality, and transportation, leading to big wins for the hotel and automotive industries.
As state and local governments continue to ease back on shelter-in-place restrictions, consumer confidence in the economy will return—slowly at first, but with increasing momentum in the weeks and months ahead. This reality bodes well for businesses in all verticals.
In the coming weeks, brands should:
- Capitalize on previously overlooked or underutilized marketing opportunities—channels like ConnectedTV or email.
- Produce increasing quantities of “future-focused” content that inspires consumers to spend money on big-ticket items.
- Think about their advertising, or rather, their approach to targeting—going forward it will be more important than ever to target individuals with precision.
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.***
