Digital Marketing

Mobile ad spending overtakes desktop in search,
now the leader across both paid search and paid social advertising

Advertisers made a favorable “impression” in the second quarter of 2018, with year-over-year (YoY) impression
volume increasing for social ads for the first time in a year, and mobile shopping ad impressions surging in search.
WHAT YOU NEED TO KNOW

Social

Overall impression volume grew year-over-year (YOY) for the first time since Q2 2017.
Instagram spending doubled year-over-year (YOY), with Instagram Stories making up 10% of total Q2 Instagram spending.
Impression volume for Dynamic Ads for Products (DPA) increased by 107% YOY, while spending has increased 86%.
Impression Volume Growth
Overall impression volume grew year-over-year (YOY) for the first time since Q2 2017.
Instagram Growth
Instagram spending doubled year-over-year (YOY), with Instagram Stories making up 10% of total Q2 Instagram spending.
Dynamic Ads for Products
Impression volume for Dynamic Ads for Products (DPA) increased by 107% YOY, while spending has increased 86%.

Search

Spending on mobile search had its highest share of total search spending in Q2, passing desktop for the first time.
Impression and click volume for these ads have outpaced the seasonal highs of the fourth quarter.
Mobile Share of Spending
Spending on mobile search had its highest share of total search spending in Q2, passing desktop for the first time.
Mobile Shopping Growth
Impression and click volume for these ads have outpaced the seasonal highs of the fourth quarter.
MOBILE/PRODUCT SPOTLIGHT

Mobile Spotlight

Mobile search spending is growing at more than double the rate of overall search, despite lower click prices.

Product Spotlight

Product ads comprised 20% of overall social spending in Q2, and 15% of search spending.
CORE TRENDS