CONNECT WITH US
eCommerce

eCommerce

Why Retailers Might Want to Ditch Their Media Ad Spend Playbook

WWD logo

Published on

Add as a preferred source on Google
Why Retailers Might Want to Ditch Their Media Ad Spend Playbook

Holiday retail planning for the fourth quarter traditionally follows the same formulas year-over-year for many brands, but as the way in which customers shop throughout the season continues to shift in unexpected ways, research from Measured provides retailers and their media and agency partners with valuable information regarding the best way to measure and manage spending.

Using data from 2025’s fourth quarter and applying it to this past holiday season, the report gives readers a dynamic view of the marketplace, detailing at length how key performance metrics, including return on ad spend, fluctuate significantly over the span of the season as channels go in and out of fashion in terms of their ability to drive ROI.

Related Stories

A worker holds empty shopping bags during Black Friday deals at Macy's store in New York City, on November 28, 2025.
Industry News

Shoppers Plan to Spend the Same this Holiday Season as Last Year, Study Shows

This synergy also comes at a time when almost two-thirds of U.S. shoppers have either stopped shopping with a retailer or abandoned a purchase because of its return policy, according to a Loop survey.
Industry News

US-based ReturnPro Goes International as it Acquires Europe's iF Returns

In testing the holiday period’s effectiveness, the report also verifies that spending at peak periods of demand does not guarantee the highest marginal return on media spend (MROM). In fact, though Black Friday and Cyber Monday (BFCM) remain the dominant shopping period of the season, by peak spending time, the ROI of additional media dollars actually declined into end-of-season skeletons, only to strongly recover in late December.

In looking at how brands spent in the peak shopping weeks of the season, Measured found that though many followed the playbook and ramped up spend for BFCM, in the end, 25 percent of such brands actually increased their spend after the holiday and earned 30 percent higher average order value than their peers, also seeing higher MROM.


Source link
Related Topics:eCommerce

Disclaimer

We strive to uphold the highest ethical standards in all of our reporting and coverage. We TheMorningPulse.fyi want to be transparent with our readers about any potential conflicts of interest that may arise in our work. It's possible that some of the investors we feature may have connections to other businesses, including competitors or companies we write about. However, we want to assure our readers that this will not have any impact on the integrity or impartiality of our reporting. We are committed to delivering accurate, unbiased news and information to our audience, and we will continue to uphold our ethics and principles in all of our work. Thank you for your trust and support.