StitcherAds, a tech platform for retailers, examined nearly 46 retailers’ spend on Facebook between April 3 and April 30, 2021, comparing year-over-year and month-over-month shifts in spending.
The analysis found that shifts in spend rose 135.74% between April 3 and April 30, compared with the same time period a year ago.
Month-over-month (MoM) spend rose 19% between March 6 and April 2, 2020, driven by bigger increases beginning April 27 - the day after the iOS 14.5 update rolled out.
Since the update, MoM and year-over-year (YoY) spend increases have remained above 90%.
The data suggests that brands now spend more on advertising following the update to maintain their share of voice.