U.S. marketers working with IgnitionOne spent 11% more on paid-search advertising in Q4 2014, compared with the year-ago quarter, and 35% more on programmatic display compared with the year-ago quarter.
Display impressions rose 13%. Programmatic conversion data during the Thanksgiving weekend shows two peaks — Black Friday representing nearly 20% of Thanksgiving weekend conversions, and Cyber Monday became the busiest day, with 25% of conversion volume.
From Thanksgiving Day to Cyber Monday, tablet usage more than doubled. “Considering that smartphone use is most often outside of the home and tablet is mostly used in-home, it is interesting to see the spike in phone activity on Black Friday as consumers are out of the house shopping as compared tablets use on Cyber Monday when they are more likely to shop at home online,” per the IgnitionOne report.