2024 Cyber 5 Benchmark Report

Ad spend on Amazon rose to new heights during Cyber 5 2024, increasing a whopping 25% year-over-year across ad types. While ad spend was up throughout the event, brands invested more advertising dollars in the lead-up and on Black Friday than Cyber Monday. Cost-per-click increased 13% year-over-year, driven primarily by Sponsored Brands Ads, which recorded a 20% surge in cost-per-click over the Cyber 5 period year-over-year.

While the US marketplace saw CPC go up across ad types, the European marketplaces, including the United Kingdom, France, Spain, Italy, and Germany, experienced some interesting shifts in CPC during Cyber 5 2024, decreasing 22% compared to 2023.

Sponsored Products saw a significant drop in average CPC, down 28%, while Sponsored Brands saw a 41% increase year-over-year. Despite the growing popularity of Sponsored Brands, advertisers allocated four times more budget to Sponsored Products, underscoring the popularity of the ad type.

New-to-brand sales metrics for Amazon DSP in 2024 remained relatively stable year-over-year. Black Friday held steady, with 68% of sales attributed to new-to-brand customers, matching 2023 levels.

Cyber Monday, however, saw a slight dip, with new-to-brand sales declining to 63% of NTB sales 2024, a -5% decrease year-over-year. DSP continues to remain a strong ad type in driving new-to-brand sales during Cyber 5 and beyond.

There are always one or two categories that stand out with the biggest increase in ad spend, and this event was no exception. Sports & Outdoors and Beauty & Personal Care ad spend increased by 91% and 74%, respectively.

Walmart kicked of November holiday deals more than two and a half weeks before the offical start of Cyber 5, with ROAS hitting $8 on average, as brands capitalized on lower competition before Cyber 5.

On Black Friday and Cyber Monday, ROAS for Sponsored Products ads increased 6% and 4%, respectively. In contrast, Sponsored Brands ROAS dropped 50% YoY, including a sharper 35% dip on Black Friday.