Mobile Ads are Bellwethers for Q1 Social and Paid Search Growth

Apr 25, 2019

Kenshoo, a provider of marketing technology, released The Kenshoo Q1 2019 Quarterly Trends Report, and accompanying infographic, detailing Q1 spending growth in social (27%), paid search (11%) and E-commerce Channel Ads (ECA) (83%) on a year-over-year (YoY) basis. As Kenshoo continues to expand its support for myriad ad types within key publishers, more trends emerge that highlight the value of each stage in the consumer journey, including:

  • On a same-advertiser basis, ECA grew faster than both search and social
  • Across all Kenshoo advertisers, Pinterest clicks and spending increased 2x or more compared to last year
  • Since launching on Kenshoo Apps in Q3 2018, spending on Apple Search Ads across all Kenshoo advertisers on the platform increased 89%
  • As both volume and share of video ads has increased in social, click-through rate has declined over the past five quarters
  • Mobile ads comprised 84% of social and 50% of search spending in Q1

Detailed findings on social and paid search performance include:

  • Social spending increased by 27% YoY and decreased by 11% quarter-over-quarter (QoQ)
  • Social impressions increased 20% YoY and 13% QoQ
  • Social clicks decreased 23% YoY and 6% QoQ
  • Social cost-per-thousand (CPM) impressions increased 6% YoY and decreased 21% QoQ
  • Paid search spending increased 11% YoY and decreased 16% QoQ
  • Paid search impressions increased by 36% YoY and decreased 18% QoQ
  • Paid search clicks increased by 25% YoY and decreased 11% QoQ
  • Paid search CPC decreased 11% YoY and 6% QoQ

Kenshoo provides best-of-breed, full-funnel marketing intelligence and activation on the channels with highest customer engagement, including search, social, and e-commerce, enabling success by maximizing channel impact and customer lifetime value.

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