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Digital Marketing
Core Search and Social trends are stable as marketers prepare for the fourth quarter
Newer entrants to the digital marketing space established themselves and made a strong case for their value to marketers, while adoption and growth of product-oriented ads across paid search, paid social, and ecommerce-specific publishers clearly established the essential pillars for digital marketers heading into the Q4 holiday season.
WHAT YOU NEED TO KNOW
MOBILE/PRODUCT SPOTLIGHT
CORE TRENDS
WHAT YOU NEED TO KNOW
Ecommerce
Ecommerce Channel advertisers have tripled monthly spending on the Kenshoo platform from January through July of this year.
Social
Instagram spending grew 94% year-over-year (YoY), faster than core Facebook (+37%) but still only comprised 9% of total spending across the two properties.
Search
Mobile Shopping Campaign impressions more than doubled YoY, while click-through rate (CTR) stayed consistent.
Pinterest
Pinterest spending in Q3 actually exceeded its previous high in Q4 of last year, setting the stage for another strong seasonal increase.
Ecommerce
Ecommerce Channel advertisers have tripled monthly spending on the Kenshoo platform from January through July of this year.
Social
Instagram spending grew 94% year-over-year (YoY), faster than core Facebook (+37%) but still only comprised 9% of total spending across the two properties.
Search
Mobile Shopping Campaign impressions more than doubled YoY, while click-through rate (CTR) stayed consistent.
Pinterest
Pinterest spending in Q3 actually exceeded its previous high in Q4 of last year, setting the stage for another strong seasonal increase.
MOBILE/PRODUCT SPOTLIGHT
Mobile Spotlight
Ads on smartphones made up 81% of all social ad spending, and half of all search spending.
Product Spotlight
Based on last year, retail marketers can expect quarterly spending increases of over 70% as we enter the holiday season in Q4.
CORE TRENDS
Social Trends
Search Trends
Social Trends
Social ad spending grew 12% compared to Q2, while year-over-year growth was +40%, identical to last quarter
Instagram and Video ads (which are overlapping categories) were the biggest drivers of year-over-year growth for the quarter
Dynamic Ads for Products showed steady growth over the past three quarters in advance of an expected bigger jump in Q4
Impressions
Clicks
Spending
CTR
CPM
Impressions
QoQ
+7%
YoY
+24%
Clicks
QoQ
+5%
YoY
+51%
Spending
QoQ
+12%
YoY
+40%
CTR
QoQ
-3%
YoY
+22%
CPM
QoQ
+6%
YoY
+14%
Search Trends
Search spending growth continues to be steady at +10% YoY
Year-over-year search impression volume would actually be down without the contribution of mobile search shopping ads. Instead, it’s up 36%
This increase in mobile search shopping ads lowered overall CPC, but did not affect overall CTR at all
Impressions
Clicks
Spending
CTR
CPC
Impressions
QoQ
+12%
YoY
+38%
Clicks
QoQ
+6%
YoY
+28%
Spending
QoQ
+1%
YoY
+10%
CTR
QoQ
-7%
YoY
-7%
CPC
QoQ
-5%
YoY
-15%