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BizReport : Social Marketing : January 22, 2016


Report: Social ad spend up by 50%

Kenshoo has released the Digital Marketing Snapshot for Q4 of 2015 and among the more interesting findings are bumps for social advertising and product listing ads. These two ad options have shown increased spending by brands and marketers as they search for more consumer engagement.

by Kristina Knight

Look for more from PLAs and social marketing. That's the takeaway from Kenshoo's new report, which indicates the social ad spend increased by about 50% during the last quarter of 2015 while product listings made up more than one-quarter of search impressions.

"The many changes during the year in social ad types, how they are bought and how customers engage with them - together with the opportunity to buy Instagram advertising - have all had an impact on spend and performance in the busy last quarter," said Rob Coyne, Kenshoo's Managing Director for EMEA. "They have helped to make social clicks more valuable and disrupted previous trends in both CPC and CTR, with the greater competition among retailers during the holiday shopping season likely to have exacerbated the effects. In search - as with social - there was a notable focus on more direct product-focused advertising with Product Listing Ads seeing a lot of interest from marketers."

Other interesting findings from the report include:

• Social ad click-thrus increased by 64% YoY
• Paid search showed a 32% higher CTR and an 11% higher impression rate
• Mobile drove most of the growth in both social and search

Image via Shutterstock

Tags: Kenshoo, search marketing, social ad spending, social marketing










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