Shopping ads drove higher impressions for search marketers, but slowed overall impression growth for social; ecommerce channel ad spending reached levels comparable to the holidays
San Francisco (July 24, 2019) – Kenshoo, a global leader in marketing technology, today released The Kenshoo Q2 2019 Quarterly Trends Report, and accompanying infographic, detailing Q2 spending growth in social (37%), paid search (10%) and Ecommerce Channel Ads (ECA) (66%) on a year-over-year (YoY) basis. With extensive support for ad types within key publishers, Kenshoo is uniquely positioned to spot emerging trends that shape each stage of the consumer journey, including:
- Ecommerce Q2 ad spending almost surpassed Q4’s holiday push
- As a share of total Instagram spending, the Stories format doubled its share from 9% to 18% YoY
- Product ads accounted for 46% of total Q2 search spending and 37% of social spending for Kenshoo ecommerce advertisers
- Pinterest spending (50%), impressions (22%) and clicks (19%) grew across the board YoY
- Mobile ads comprised 87% of social and 51% of search spending in Q2
Detailed findings on social and paid search performance include:
- Social spending increased 37% YoY and 7% quarter-over-quarter (QoQ)
- Social impressions increased 24% YoY and decreased 2% QoQ
- Social clicks decreased 12% YoY and 7% QoQ
- Social cost-per-thousand (CPM) impressions increased 10% YoY and 9% QoQ
- Paid search spending increased 10% YoY and 5% QoQ
- Paid search impressions increased 41% YoY and 4% QoQ
- Paid search clicks increased 23% YoY and 2% QoQ
- Paid search CPC decreased 10% YoY and increased 2% QoQ
“Video, Instagram and an increasingly visual ad experience continue to impact direct engagement with social ads, driving both click volume and click-through rate lower over time,” said Chris Costello, senior director of marketing research for Kenshoo. “We’re really seeing social assert itself as a branding channel through these ad types and their underlying strategies. Meanwhile, the doubling of impressions for mobile search shopping campaigns compared to Q2 of last year shows how ecommerce marketers are using broad coverage to drive overall search growth. These ads typically cost less than other segments, including lower cost-per-click and click-through rates, but the important message is to appear in the search results across all of your products, so as not to miss any potential conversions.”
From exploring in search, to sharing in social and shopping in ecommerce, Kenshoo connects advertiser messages directly with consumers in these marketing mindsets. With machine learning intelligence to drive unparalleled performance, Kenshoo integrates directly with more social, search and ecommerce platforms than any other marketing solution.
Visit https://kenshoo.com/reports-and-whitepapers/quarterly-trends-report-q219/ to download the full report or Kenshoo.com/Digital-Marketing-Snapshot to view the infographic.
Except where noted, analysis is based on Kenshoo advertisers with 15 consecutive months of performance data taken from a population of over 3,000 advertiser and agency accounts across 40 vertical industries and over 150 countries, spanning Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Apple Search Ads, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network. Some outliers have been excluded. The resulting sample includes more than 500 billion impressions, 13 billion clicks and $5.5 billion (USD) in advertiser spending.
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 the leading technology platform for brands looking to plan, activate and amplify effective marketing across the most-engaging digital channels. Kenshoo offers the only marketing solution that provides data-driven insights and optimization technology to help make informed decisions and scale performance across Google, Facebook, Microsoft, Pinterest, Snapchat, Instagram, Amazon, Apple Search Ads, Verizon Media, Yandex, Yahoo Japan, and Baidu. Kenshoo’s machine-learning algorithms and cutting-edge AI enable companies to predict and keep in-step with the ever-changing consumer journey. With 27 international locations and backed by Sequoia Capital, Arts Alliance, Tenaya Capital, and Bain Capital Ventures, Kenshoo generates over $350 billion in annualized revenue for the world’s top brands. Please visit Kenshoo.com for more information.
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