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Digital Marketing
Visual ads on mobile devices drove growth across digital marketing channels
Instagram, video and image-focused product ads pushed social ad spending higher in Q4, while mobile search shopping campaigns continued to be the fastest-growing segment across search advertising.
WHAT YOU NEED TO KNOW
MOBILE/PRODUCT SPOTLIGHT
CORE TRENDS
WHAT YOU NEED TO KNOW
Ecommerce
Monthly spending on Ecommerce Channel Ads (ECA) has increased by 5X since January
Social
The majority of Instagram spending growth is coming from advertisers who have been on Instagram for at least five quarters
Search
3 out of every 4 search shopping impressions is on a mobile phone
Pinterest
Pinterest spending spiked by 58% in Q4 compared to the previous quarter, while engagement increased ahead of the holiday season
Ecommerce
Monthly spending on Ecommerce Channel Ads (ECA) has increased by 5X since January
Social
The majority of Instagram spending growth is coming from advertisers who have been on Instagram for at least five quarters
Search
3 out of every 4 search shopping impressions is on a mobile phone
Pinterest
Pinterest spending spiked by 58% in Q4 compared to the previous quarter, while engagement increased ahead of the holiday season
MOBILE/PRODUCT SPOTLIGHT
Mobile Spotlight
Mobile ads continue to grow faster than their desktop counterparts across channels, with the share of total spending from mobile increasing as a result
Product Spotlight
Increased shopping intent around the holidays drove both the volume and the pricing of these ads sharply higher compared to the third quarter
CORE TRENDS
Social Trends
Search Trends
Social Trends
Social spending grew 31% compared to Q4 of 2017 as advertisers increased investment in Instagram, video and product-focused ads
Impressions grew faster year-over-year than clicks, bringing click-through rate lower, as video and Instagram growth increased the share of more passive ad units
Social product ad pricing increased faster than other ad types in Q4, as the holiday season put a premium on reaching customers with those ads
Impressions
Clicks
Spending
CTR
CPM
Impressions
QoQ
+1%
YoY
+15%
Clicks
QoQ
-8%
YoY
+8%
Spending
QoQ
+19%
YoY
+31%
CTR
QoQ
-8%
YoY
-4%
CPM
QoQ
+18%
YoY
+14%
Search Trends
Seasonal increases in volume and pricing for shopping campaigns helped drive robust year-over-year growth for search ads
Mobile search ads, across both keyword and shopping campaigns, grew twice as fast as the overall rate
Search shopping campaigns have lower click-through rates than keyword campaigns, so as share of impressions has shifted toward shopping, overall CTR has declined
Impressions
Clicks
Spending
CTR
CPC
Impressions
QoQ
+31%
YoY
+47%
Clicks
QoQ
+16%
YoY
+31%
Spending
QoQ
+19%
YoY
+14%
CTR
QoQ
-12%
YoY
-12%
CPC
QoQ
+2%
YoY
-13%