Marketers Leverage Direct-Response Ad Types for Increased Revenue in Q4 2015

Jan 21, 2016


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Kenshoo, a provider of agile marketing technology, 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:

  • 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

(Kenshoo.com/Digital-Marketing-Snapshot)


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