The numbers behind back to business
Back to business spending reaches an average of 425 euros per household, 13.3% more than the previous cycle. Searches related to the return to routine multiply by 4.3, with 31% more purchase intent than the year before. 52% of that search activity starts on a smartphone, and the journey moves fluidly from phone, to search, to social, to marketplace, to physical store.
None of this is gradual. It’s a spike, concentrated in a few weeks, across nearly every category at once.
Eight sectors, one shared problem
Retail, fashion, technology, food, telecom, automotive, banking and health all concentrate a large share of September’s demand. Different sectors, same underlying pressure: 47% of advertisers increase ad spend during this window, one of the highest concentrations of investment of the entire year.
When almost half the market raises budget in the same few weeks, the auction doesn’t just get busier. It gets faster. CPMs move. Inventory tightens. Competitors that were quiet in July suddenly aren’t.
When everyone moves budget at once, timing decides who wins the auction
A campaign reviewed weekly finds out on Monday what a competitor did on Thursday. In a normal month, that lag costs some efficiency. In a month where demand jumps 4.3x and half the market is pushing budget simultaneously, that same lag costs share you don’t get back.
Mainkore operates on more than 200 variables per decision, in 20 milliseconds, 24 hours a day, across more than 12,000 campaigns. In periods like September, that isn’t a technical detail. It’s the difference between reacting to the market and moving with it. Organizations running on Mainkore report 15 to 20% better KPI performance and 25 to 30% lower costs during comparable periods, backed by a contractual guarantee.
