Mobile Devices Account For 59% Of Social Ad Spending: Kenshoo Research

Kenshoo, a global leader in agile marketing, today released a new infographic, Kenshoo Digital Marketing Snapshot: Q3 2016, highlighting how the recent developments in mobile, product-focused and video ad types, continue to influence social and search advertising trends.

Social ad spending increased 45 per cent year-over-year (YoY), buoyed by dynamic product ads – which now account for 21 per cent of total social spending – and a 155 per cent YoY increase in video ad spending.

In search, spending on smartphone ads grew 62 per cent, while spending on product ads increased 87 per cent, resulting in an 11 per cent increase in total search spend YoY.

Other key findings include:

Social impressions increased 16 per cent YoY and remained steady quarter-over-quarter (QoQ)
Social clicks increased 40 per cent YoY and 21 per cent QoQ
Social click-through rate (CTR) increased 21 per cent YoY and 21 per cent QoQ
Social spending on mobile devices increased 61 per cent YoY
Mobile devices accounted for 59 per cent of Q3 social ad spending
Paid search impressions decreased 19 per cent YoY and 4 per cent QoQ
Paid search clicks increased 11 per cent YoY and 11 per cent QoQ
Paid search click-through rate increased 38 per cent YoY and 16 per cent QoQ

“The recent advancements in both social and search advertising are paying significant dividends for marketers. In search, product ads on both mobile and desktop, combined with Google’s Expanded Text Ads, continue to deliver valuable clicks, while the effectiveness of ads in areas like retail, travel and lead generation do the same for social,” said Chris Costello, senior director of marketing research for Kenshoo.

“As publishers in both channels continue to innovate and test new offerings, they’re rapidly developing the most effective tool set for marketers to meet and exceed their goals, no matter what they might be.”

Additionally, advertisers increased CTR in Q3, likely due in part to continuing effects of Facebook removing its right rail ads earlier this year and the performance of Google’s Expanded Text Ads (ETA), which offer advertisers more prominent headlines, longer descriptions and automatic display URL inclusion. Google’s ETA accounted for 12 per cent of total paid search clicks in Q3 2016.

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