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BizReport : Social Marketing : April 21, 2016

Report: Social spend up 86%

The social spend is showing a marked increase over 2015, and it's no wonder: clicks from paid social ads increased 54% from Q1 2015 to Q1 2016. The overall rise is social spending (86% YoY) is credited to the rise in the overall mobile spend, according to experts.

by Kristina Knight

Kenshoo has released new data shedding light on the skyrocketing mobile marketplace. Researchers found that social ad clicks from mobile phones increased 92% (Q1 2015 vs. Q1 2016), and that mobile clicks now account for nearly three-quarters (71%) of all social clicks. The report also shows that app install ads now account for about 25% of social clicks (up 5% YoY), and that Instagram is one of the new places to be.

The image-based social network generated about 14% of ad impressions and 17% of social clicks during the first quarter.

"There's a real opportunity for advertisers to drive significant performance gains in both paid search and social advertising through harnessing new ad types such as Instagram. Marketers are showing an increasing appetite for more direct response product-focused advertising, with PLAs and Dynamic Product Ads now a key part of a strong digital marketing strategy, along with app promotion," said Rob Coyne, Kenshoo's Managing Director for EMEA.

Other interesting findings from the report include:
• Paid search clicks increased 36% YoY
• Paid search impressions increased 31%
• Mobile devices (smartphones and tablets) account for 52% of all clicks
• Mobile devices account for 42% of all ad spending

Tags: advertising, Kenshoo, social ad spend, social marketing, social marketing spend

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