Video, mobile, and product ads provide the driving force for sustained digital marketing growth
San Francisco (July 26, 2016) – Kenshoo (www.Kenshoo.com), the global leader in agile marketing, today released a new infographic, Skai Digital Marketing Snapshot: Q2 2016, highlighting the impact mobile, product-focused, and video ad types continue to exert on paid social and search advertising. Social ad spend increased 47% year-over-year (YoY), driven by growth in spending on smartphones and tablets, which makes up 64% of total social spend and increased by 92% compared to the second quarter of 2015. In search, spending on smartphone ads rose 63% and product ads grew by 71%, leading to a total increase in search spending of 10% YoY. More key findings in the research; overall:
- Social impressions increased 4% YoY and remained steady quarter-over-quarter (QoQ)
- Social clicks increased 21% YoY and 13% QoQ
- Social click-through rate increased 17% YoY and 13% QoQ
- Paid search impressions increased 10% YoY and remained static QoQ
- Paid search clicks increased 21% YoY and 2% QoQ
- Paid search click-through rate increased 10% YoY and 1% QoQ
“Social and search advertising are, effectively, changing the tires while the car is picking up speed. Search has evolved from desktop keyword ads to include mobile, product ads, dynamic search ads, and more, with these newer ad types now making up a majority of search clicks. All while growing spend by double-digits compared to last year,” said Chris Costello, Senior Director of Marketing Research for Skai. “Meanwhile, social now includes Dynamic Ads for Products and for Travel, Lead Ads, and more Video advertising, while targeting gets better and better. As a whole, these channels are giving marketers the specialized tool set they need to reach their customers at the right time with the right type of ad, and marketers are responding by upping their investment.”
“Publishers and ad networks continue to innovate with ad types in an effort to provide consumers an optimal experience and drive engagement,” said Scott Briggs, President, OrionCKB. “We rely on Skai’s industry leading offerings to enable us to rapidly and easily capitalize on these new ad types early on in their lifecycle to give us a leg up on our competition and build a rapport with our customers and potential customers in a timely, yet meaningful way.”
The Skai Infinity Suite leads the way in digital marketing innovation, enabling success for agile marketers by maximizing customer lifetime value. Built upon Skai’s industry-leading and award-winning digital marketing platform, the Skai Infinity Suite 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, Skai Digital Marketing Snapshot: Q2 2016.
Social and search results are based on five quarters of performance data managed on the Skai platform from over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, Yandex, Yahoo!, Yahoo! Japan, and the Facebook® Audience Network. Some outliers have been excluded. The resulting sample includes more than 550 billion impressions, 11 billion clicks and $6 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.
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 social, search, mobile, and display advertising. Skai provides leading native API solutions for ads across Facebook, FBX, Instagram, Pinterest, Twitter, Google, Yahoo, Yahoo Gemini, Yahoo Japan, Bing, Yandex and Baidu. 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.