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JULY 7, 2026 |
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Beyond the chart: |
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The best-converting ads don't deliver the best returns. Electronics ads
converted at 7.58%, the highest rate of any retail category, yet returned just $1.99 per ad dollar, near the bottom of the pack, according to the same SellMetric data.
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Ad dollars are chasing momentum, not just efficiency. US retail media ad spend in health and beauty grew
more than 50% YoY in Q4 2025, according to Skai, while discretionary categories like consumer electronics stayed cyclical, posting declines earlier in the year before recovering. |
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Use this chart: Drop this into a media planning deck to benchmark expected returns before you set category budgets. Use it to push back when leadership expects uniform ROAS across verticals, and to justify why tools, appliances, and home categories can absorb more spend than apparel or electronics. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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