The Q4 2018 Megaphone Report gleans insights from the holiday season—a time when consumer brands and retailers are pushing for their biggest sales of the year. As more Q4 2018 earnings reports emerge detailing holiday performance, our exclusive data helps flesh out a fuller picture of how consumer companies are using their advertising strategies to meet their end-of-the-year revenue goals.

The Q4 2018 Megaphone Report investigated two main channels:

  • Facebook & Instagram ads for 35 brands and retailers, which ran a total of 2,920 different ads during the four days between Black Friday and Cyber Monday. Facebook and Instagram are the two channels brands and retailers invest the most money in, even as prices continue to rise.
  • Email marketing campaigns of 44 brands and retailers, which sent a total of 644 emails during the four-week survey period in December 2018. Despite the level of consumer activity on Facebook & Instagram, email marketing remains crucial—not only because of rising digital advertising costs, but also because emails are the most “owned”/direct-to-consumer channel a brand has to communicate with its customers.

This Megaphone Report is available to all members. Future Megaphone Reports will be exclusively available to Plus, Team and Premier Members.