No signs of weakness in ad spending across digital advertising channels, as social, search and ecommerce spending all grew in the second quarter, digital marketing research shows.
Shopping ads drove impressions higher for search marketers, but slowed overall impression growth for social, while ecommerce channel ads saw ad spending in Q2 comparable to the holidays
Across all Instagram spending, the Stories format has doubled its share from 9% to 18%
Impressions from Mobile Search Shopping campaigns have doubled year-over-year, while the rest of search has remained mostly flat
Same-advertiser spending on Ecommerce Channel Ads increased 66% year-over-year (YoY), and almost surpassed total spending in Q4
In geographical markets where Pinterest is available, 1 in 10 large Facebook advertisers on Skai™ have Pinterest campaigns, and 1 in 5 FB advertisers in ecommerce
Social
As a share of total Instagram spending, the Stories format has doubled its share from 9% to 18%
Search
Impressions from Mobile Search Shopping campaigns have doubled year-over-year, while the rest of search has remained mostly flat
Ecommerce
Same-advertiser spending on Ecommerce Channel Ads increased 66% year-over-year (YoY), and almost surpassed total spending in Q4
Pinterest
In geographical markets where Pinterest is available, 1 in 10 large Facebook advertisers on Skai™ have Pinterest campaigns, and 1 in 5 FB advertisers in ecommerce
MOBILE/PRODUCT SPOTLIGHT
Mobile Spotlight
Mobile ads comprised 87% of Q2 social spending and 51% of search spending
Product Spotlight
Product ads accounted for 46% of total Q2 search spending and 37% of social spending for Skai™ ecommerce advertisers
CORE TRENDS
Social
Trends
Paid Social ad spending grew 37% over the second quarter of 2018, driven by mobile and video ads
Video, Instagram and overall branding efforts continued to have an impact on direct engagement with social ads, driving both click volume and click-through rate lower over time
On a CPM basis, Dynamic Ads for Products were the primary driver of pricing increases
Impressions
QoQ
-2%
YoY
+24%
Clicks
QoQ
-7%
YoY
-12%
Spending
QoQ
+7%
YoY
+37%
CTR
QoQ
-5%
YoY
-27%
CPM
QoQ
+9%
YoY
+10%
Search
Trends
Search impressions grew 41% year-over-year, as mobile search shopping campaigns doubled the number of eyeballs reached compared to Q2 of last year
These ads are typically lower-priced than other segments, so the net result on search spending was a 10% increase YoY, which is very much in line with historical growth rates
Lower cost-per-click and click-through rates for overall search were also driven primarily by mobile shopping ads
Impressions
QoQ
+4%
YoY
+41%
Clicks
QoQ
+2%
YoY
+23%
Spending
QoQ
+5%
YoY
+10%
CTR
QoQ
-4%
YoY
-14%
CPC
QoQ
+2%
YoY
-10%
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Social Trends