Shift to awareness ads mirrors trend to video

We saw a dramatic increase in awareness ad spend towards the end of 2022, with a 298% increase between Q3 and Q4.

This is reflective of changing priorities from ecommerce marketers as their focus shifts to new customer acquisition. Brands can also much better utilise video content for awareness ads, as the format performs much better for brand compared to direct response. This is reflected in 82% of our awareness spend in 2022 being video format.

This shift towards brand is continuing since peak season – and in January 2023 awareness ad spend was up 1,236% YoY.

+298% increased investment in awareness ads