Social and search media advertising spend grows as marketers reach more consumers via mobile devices
San Francisco (July 22, 2015) – Skai (www.Kenshoo.com), the global leader in agile marketing, today released a new infographic, Skai Digital Marketing Snapshot: Q2 2015, highlighting strong performance of digital marketing during the second quarter of 2015, driven largely by significant growth in mobile. Mobile (phone and tablet) year-over-year (YoY) spending increased 167% for paid social ads and 37% for paid search; mobile comprised 63% of paid social spend (up from 51% last year) and 38% of paid search spend (up from 31%). Importantly for marketers, cost-per-click (CPC) for social and search declined quarter-over-quarter (QoQ) (-12% and -4% respectively) and YoY (-7% and -5% respectively), showing greater efficiencies across channels and devices.
More key findings in the research:
- Social impressions remained stable QoQ and decreased 64% YoY
- Social clicks increased 45% QoQ and 129% YoY
- Social click-through rate increased 44% QoQ and 535% YoY
- Paid search impressions increased 14% QoQ and 12% YoY
- Paid search clicks increased 9% QoQ and 17% YoY
- Paid search click-through rate decreased 4% QoQ but increased 4% YoY
“For many years running we’ve heard ‘this is the year of mobile,’ and reality has caught up to the hype,” said Chris Costello, director of marketing research for Skai. “Advanced marketers have truly begun to understand how to achieve efficiencies across devices and channels to generate increased revenue and ROI. Continued growth in spend and decreasing costs show marketers and consumers alike finding value in highly relevant ads, no matter their preferred channel or device.”
In conjunction with its global data analysis, Skai published infographics detailing regional insights for paid search in the Americas; Europe, Middle East, and Africa (EMEA); and Asia Pacific Japan (APJ) regions, with unique data for select countries in each region. Among the regional findings:
- In the Americas, smartphone spend and clicks increased 77% and 79% YoY respectively
- In EMEA, smartphone spend and clicks increased 46% and 52% YoY respectively
- In APJ, smartphone spend and clicks increased 69% and 68% YoY respectively
“Skai provides the tools to reach our target customers with highly relevant ads and offers in an increasingly complicated digital ecosystem,” said Chris Zarski, VP, interactive and social media practice, Camelot Communications. “Their industry-leading Infinity Suite provides a complete cross-channel, cross-device, portfolio-level view of our campaigns for easy and efficient optimization, ensuring that we maximize the return on our marketing investments and exceed program KPIs.”
The Skai Infinity Suite leads the way in digital marketing innovation and plays a key role in helping the industry’s leading marketers understand and embrace innovation for their marketing success. Built upon Skai’s industry-leading and award-winning technology for cross-channel digital marketing, the Skai Infinity Suite provides enterprise solutions to reduce total cost of ownership by eliminating single point solutions. It also provides more value to clients by packaging all performance and optimization capabilities into one single dashboard.
Visit Skai.com/Digital-Marketing-Snapshot to download Skai Digital Marketing Snapshot: Q2 2015 or Skai.com/SearchGlobalTrends to download the regional infographics.
Methodology
Digital marketing results are based on five quarters of performance data from over 6,000 Skai advertiser and agency profiles across 17 vertical industries and 51 countries, spanning the Google, Bing, Baidu, Yahoo!, Yahoo! Japan and Facebook ad networks. The resulting sample includes more than 550 billion impressions, 9.5 billion clicks and $5.5 billion (USD) in advertiser spend. Advertiser Spend and Cost-Per-Click are calculated in US Dollars and are not adjusted for currency fluctuations.
About Skai
Skai is the global leader in agile marketing. Brands, agencies and developers use the Skai Infinity Suite to direct nearly $350 billion in annualized client sales revenue through search, social, mobile, and display advertising. Skai is the only Facebook Marketing Partner with native API solutions for ads across Facebook, FBX, Twitter, Google, Yahoo, Yahoo Japan, Bing, Baidu, and CityGrid. Skai powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Skai clients include CareerBuilder, Expedia, Facebook, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens and Zappos. Skai has 27 international locations and is backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures. Please visit www.Kenshoo.com for more information.
Facebook® is a registered trademark of Facebook, Inc.
Skai brand and product names are trademarks of Skai Ltd. Other company and brand names may be trademarks of their respective owners.