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Social ad spend increased 50% year-over-year (YoY) due to Facebook dynamic product ads

February 7th, 2016 No comments

Kenshoo a leader in agile marketing released a new infographic, Kenshoo Digital Marketing Snapshot: Q4 2015, highlighting the changing landscape of social and search advertising as new social ad types move to the front lines and search spend continues to shift performance for marketers. Social ad spend increased 50% year-over-year (YoY) driven by the introduction of Facebook Dynamic Product Ads and Instagram ads; Google Product Listing Ads accounted for 26% of all paid search impressions after accounting for only 8% last year. Mobile continued to serve as the primary growth driver in both channels and accounts for nearly all of the 8% spend growth in paid search YoY.

  • More key findings in the research; overall:
  • Social impressions increased 4% QoQ but decreased 21% YoY
  • Social clicks decreased 16% QoQ but increased 30% YoY
  • Social click-through rate decreased 20% QoQ but increased 64% YoY
  • Paid search impressions increased 8% QoQ and 12% YoY
  • Paid search clicks increased 13% QoQ and 32% YoY
  • Paid search click-through rate increased 5% QoQ and 17% YoY

“The fourth quarter has long been about holiday sales, and the reliance on Product Listing Ads and Dynamic Product ads this season highlights the importance marketers placed on direct response ad types,” said Chris Costello, director of marketing research for Kenshoo. “On top of the new social ad types, changes in bidding strategies in the social channel refocused advertisers on smaller quantities of highly targeted clicks to drive downstream actions rather than engagement; this aligned with retailer sales goals during the holiday shopping season across all digital efforts to drive healthy performance improvements.”

“Competition really ramps up in the fourth quarter among advertisers, especially retailers,” said David, Gong, Director of Strategic Accounts, PMG. “Because of that, it’s critical that we find new efficiencies via emerging tactics and products; otherwise the increased ad spend necessary to compete in the market becomes a sunk cost. Fortunately, Kenshoo’s industry-leading technology enables us to identify and capitalize on those efficiencies for fully optimized and effective campaigns.”
The Kenshoo Infinity Suite leads the way in digital marketing innovation, enabling success for agile marketers by maximizing customer lifetime value. Built upon Kenshoo’s industry-leading and award-winning digital marketing platform, the Kenshoo Infinity Suite delivers infinite optimization to re-engage and grow customers across all channels and devices.
Visit Kenshoo.com/Digital-Marketing-Snapshot to download the new infographic, Kenshoo Digital Marketing Snapshot: Q4 2015.

 

Methodology:
Social and search results are based on five quarters of performance data from over 3,000 Kenshoo advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, 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.

About Kenshoo:
Kenshoo is the global leader in agile marketing. Brands, agencies and developers use the Kenshoo Infinity Suite to direct nearly $350 billion in annualized client sales revenue through social, search, mobile, and display advertising. Kenshoo provides leading native API solutions for ads across Facebook, FBX, Instagram, Twitter, Google, Yahoo, Yahoo Gemini, Yahoo Japan, Bing, and Baidu. Kenshoo powers digital marketing campaigns in more than 190 countries for nearly half of the Fortune 50 and all 10 top global ad agency networks. Kenshoo clients include CareerBuilder, Expedia, Facebook, Havas Media, John Lewis, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo 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.

Kenshoo Social designated as Facebook® Strategic preferred marketing developer

September 22nd, 2012 No comments

Kenshoo Social, which delivers nearly 1 billion targeted Facebook ads per day through its platform, earned its Strategic PMD status based on shared values, strategic alignment, and growth potential with Facebook. As a Strategic PMD and for the direct benefit of its clients, Kenshoo Social will receive priority product and business support from Facebook, access to alpha and beta product trials, and will also participate in co-development of go-to-market strategies.

“Becoming a Facebook Strategic Preferred Marketing Developer enables Kenshoo Social to further deliver innovative solutions for advertisers and agencies seeking tangible business results from social media,” said Sivan Metzger, General Manager of Kenshoo Social. “This prestigious distinction acknowledges the diligent work Kenshoo Social has done to help our clients maximize the value of their Facebook ad campaigns and positions us well to continue our mission to illuminate and activate the value of this powerful marketing channel.”

Kenshoo recently announced that social ad spend growth is out-pacing that of search, illustrating the importance marketers place on reaching Facebook’s audience and the investments for growth being made by many of the world’s top brands. Kenshoo Social continues to research and report on emerging best practices for social media advertising, including a 2012 series of research studies conducted in partnership with Resolution Media that examined nearly 65 billion Facebook ad impressions over a 12-month period.

The first study, Social Media Insights Part 1: Metrics That Matter, uncovered new key performance indicators (KPI) for measuring Facebook ad campaign success, including “Exposure Rate” which determines how much of desired target audience a marketer actually reached. The next study in the series, 2012 Social Media Advertising Global Games, used the new KPIs to examine eleven critical mass countries and evaluate the performance of Facebook ads in those countries across six key engagement and conversion events. The third report will be released next week and focuses on gender targeting for Facebook ads. Kenshoo Social utilizes studies like these to deliver deep insight into how clients can best position campaigns to maximize Facebook advertising ROI.

 

About Kenshoo Social
The mission of Kenshoo Social is to illuminate the value of social media for brands through dynamic technology. Kenshoo Social delivers a global social marketing platform for advertisers and agencies to achieve tangible business results as effectively and efficiently as possible. Through Kenshoo Social, marketers can create and optimize scalable social advertising campaigns while leveraging sophisticated measurement capabilities for owned paid, and earned initiatives across all channels. Please visit Kenshoo.com/Social or Facebook.com/KenshooSocial for more information.

About Kenshoo
Kenshoo is a digital marketing software company that engineers technology solutions for search marketing, social media and online advertising. Brands, agencies and marketing providers use Kenshoo Enterprise, Kenshoo Local and Kenshoo Social to direct more than $25 billion in annual client sales revenue. The Kenshoo Universal Platform delivers automation, intelligence, integration and scale to make better marketing investments. With campaigns running in more than 190 countries, Kenshoo clients include CareerBuilder, Expedia, Facebook, KAYAK, Havas Digital, Hitwise, iREP, John Lewis, LendingTree, Resolution Media, Sears, Starcom MediaVest Group, Tesco, Travelocity, Walgreens, and Zappos. Kenshoo has 16 international locations and is backed by Sequoia Capital and Arts Alliance. Please visit www.Kenshoo.com for more information.

Facebook® is a registered trademark of Facebook, Inc. Kenshoo is a trademark of Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.