Video and Instagram ads catalyzed social growth, while shopping ads on desktop and mobile buoyed paid search in Q1 2018.
San Francisco (April 19, 2018) – Kenshoo (www.Kenshoo.com), a global leader in marketing technology, today released a new infographic, Kenshoo Digital Marketing Quarterly Trends Report: Q1 2018, detailing spending growth in social (37%) and paid search (11%) year-over-year (YoY). In social, there was no discernable impact of recent media scrutiny, as overall growth was consistent with recent quarters. Video ad spending accounted for 41% of total social spending; Instagram ad spending doubled YoY while clicks tripled. In paid search, Shopping Campaign cost-per-click (CPC) dropped across devices YoY; improved responsiveness likely helped increase mobile click-through rate (CTR) while mobile accounted for 44% of search spending in Q1 2018.
Other key findings include:
- Social spending increased 37% YoY
- Social impressions decreased 9% YoY
- Social clicks increased 93% YoY and 19% quarter-over-quarter (QoQ)
- Social click-through rate (CTR) increased 111% YoY and 20% QoQ
- Social cost-per-thousand (CPM) impressions increased 50% YoY and decreased 12% QoQ*
- Paid search spending increased 11% YoY
- Paid search impressions increased 17% YoY
- Paid search clicks increased 22% YoY
- Paid search CTR increased 4% YoY
- Social spending decreased 12% QoQ and search spending decreased 15% QoQ as the annual effects of Q4 seasonality receded
*A structural decrease in low-cost desktop impression inventory had an outsized influence on the YoY change in CPM; with that inventory excluded, the increase would be a more modest 13% YoY , while the QoQ decrease would be 15%
“Social advertising has been under a microscope in recent months, but because of its effectiveness, advertisers continued to invest, especially in video and other visual ads,” said Chris Costello, senior director of marketing research for Kenshoo. “Meanwhile, search marketers saw improvements in mobile landing page responsiveness that likely increased click-through rates for mobile keyword searches, and advertisers responded by investing more heavily in those ads to boost engagement. Across both channels, we’ve seen time and time again that effective engagement was the catalyst for increased investment, as results justified the spending.”
Mobile continues to be a driving force for both paid social and paid search advertising, outpacing overall growth across both channels; mobile accounted for 78% of social spending and 44% of paid search spending in Q1 2018. Spending on Product Ads increased YoY for both social (73%) and paid search (20%) even while retreating from peak holiday season levels established in Q4 2017.
Kenshoo leads the way in digital marketing innovation, enabling success for marketers by maximizing customer lifetime value. Built upon Kenshoo’s industry-leading and award-winning digital marketing platform, Kenshoo delivers infinite optimization to re-engage and grow customers across the world’s leading publishers and all devices.
Visit Kenshoo.com/Digital-Marketing-Snapshot to download the new infographic, Kenshoo Digital Marketing Quarterly Trends Report: Q1 2018.
Search and social results are based on Kenshoo advertisers with 15 consecutive months of performance data taken from a population of over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, Yandex, Yahoo!, Yahoo! Japan, Pinterest, Snapchat, Facebook, Instagram and the Facebook® Audience Network. Some outliers have been excluded. The resulting sample includes more than 500 billion impressions, 14 billion clicks and $6.5 billion (USD) in advertiser spend.
Ad spending and CPC are measured using Ex-FX or “Constant Currency” adjustments, where results are based on native currency, and only translated to common currency after aggregation.
Kenshoo is a technology company that equips marketers with self-service applications to build their brands and generate demand by executing digital advertising across the world’s leading mobile and desktop publishers. Kenshoo offers the only marketing solution that is deeply integrated across Google, Facebook, Bing, Pinterest, Snapchat, Instagram, Yahoo, Yandex, Yahoo Japan, and Baidu through each publisher’s native APIs. Kenshoo’s solutions are architected upon the principles of agile marketing which include audience targeting, optimization algorithms, automation controls, and actionable analytics to allow marketers to quickly and efficiently keep their marketing programs in-step with the ever-changing consumer journey. Kenshoo has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit Kenshoo.com for more information.
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