Sahil Jain is the CEO and co-founder of AdStage, an all-in-one advertising platform that helps marketers manage, automate, and report on their ad campaigns across search and social networks. Sahilco-founded his first company, Y-Combinator & SV Angel backed Trigger.io, at 20. He dropped out of UC Berkeley at 19 to join AOL Corporate Development and dropped out of High School at 17 to join Yahoo! Mobile. Prior to that, Sahil worked in the professional video game industry. He’s spoken at leading advertising and business conferences, such as Advertising Week, Ad:Tech, and many others.

1. Sahil Jain
CEO & Co-founder, AdStage
The AdStage State of
Paid Social 2017

2. Sahil Jain
CEO & Co-founder, AdStage
The leading cross-channel online
advertising platform
@sahilio

3. AdStage connects marketers quickly and easily to their data across paid
search, paid social, web analytics and custom business metrics to gain insight
into their campaign performance and take action at scale.

4. UNIVERSAL DATA API
Send all of your paid search & paid
social data anywhere.
AUTOMATE
Create always-on campaign
monitoring & optimization rules.
REPORT
Analyze & report on all
your PPC data.
CONSOLIDATE
ANALYZE & ACT

5. We analyzed
107+
million clicks
Linkedin
Twitter
Facebook

6. countries
40+

7. To Bring You The
AdStage State of Paid Social 2017

8. Across 40+
Countries
Facebook,
Linkedin, &
Twitter
Agency and
In-house
B2B and B2C
advertisers
The Input

9. 43%
INHOUSE AGENCY
Advertiser Type
57%

10. 22%
B2B B2C
Advertiser Type
47% 31%
BOTH

11. Linkedin
Twitter
Facebook
Paid Social Benchmarks
H1 2017

12. Facebook

13. “We anticipate ad load on Facebook will
continue to grow modestly over the next 12
months and then will be a less significant factor
driving revenue growth after mid-2017.”
David Wehner, Facebook CFO, Q2 2016 Earnings Call
Facebook Reaching Max Ad Load

14. 73% of marketers are investing the majority
of their social budget on Facebook

15. 5 Million Advertisers as of April
2017
That is up from 4 million monthly advertisers in
September 2016, and the 3 million monthly
advertisers it had in March 2016.

16. Facebook’s Supply and Demand

17. Facebook CPM Increased By 171%

18. Facebook’s Q2 2017 paid ad impression
growth slowed to 19%
from Q1's 32% and Q4's 49%
Facebook’s Ad Load Slowdown Is Real

19. Facebook CPC Increased 136%
Over Last 6 Months

20. Facebook's price per ad rose 24% in Q2 2017,
Up from Q1's 14% and Q4's 3%
Facebook’s Rising Ad Prices

21. Facebook Budgets Increasing As
Advertisers Value The Clicks

22. Facebook CTR Remains Flat While
CPMs & CPCs Increase

23. Facebook Insights
1. Small and midsize brands are flocking to advertise
on Facebook
2. As a result, Facebook’s CPMs & CPCs are rising fast
3. Advertiser aren’t afraid to increase budgets as the
auction gets more expensive

24. AdStage’s Facebook Questions
1. Are results driving the increase in budgets? Or is it
the competitive auction?
2. How will advertisers react to increased
competition and ad prices?
3. Q4 is historically more expensive on Facebook, will
they find more inventory or will CPMs skyrocket?

25. LinkedIn

26. 43% of Advertising Are Not Spending On LinkedIn

27. LinkedIn Supply and Demand

28. LinkedIn introduces Lead Gen Forms and
Matched Audiences in April
Impressions Dropped in Q2 Causing CPMs
To Increased by 44%
LinkedIn introduces Lead Gen Forms and
Matched Audiences in April

29. Higher CPMs in Smaller Countries

30. LinkedIn ad impressions dropped by 5%
While spend increased by 10%
In Q2
Is LinkedIn’s Inventory Maxed Out?

31. Q2 Revealed a 5% Increase in Clicks,
and a 10% increase in ad spend

32. LinkedIn’s CPCs Rose 15 % In Q2

33. LinkedIn CTR Remains Consistent With
Slight Uptick in Q2

34. LinkedIn Insights
1. Advertisers are putting more budget into LinkedIn
Ad
2. Yet, CPMs & CPCs are rising as inventory remains
flat
3. By using natively uploaded videos as new ad
inventory, LinkedIn could increase its overall ad
load without cluttering users’ feeds or profiles.

35. AdStage’s LinkedIn Questions
1. Are LinkedIn’s 500 million members enough to
entice digital advertisers to run campaigns on the
platform?
2. Are CPCs scaring away advertisers?
3. When will LinkedIn start serving video ads?

36. Twitter

37. Is Twitter On The Downhill?

38. Twitter Supply and Demand

39. CPMs Jumped Up By 40% in Q2

40. Higher CPMs in the UK & US

41. Advertisers spent more on Twitter Ads in Q2,
But only got more expensive CPMs
Is Twitter A Viable Channel?

42. Twitter saw a 18 % CPC increase in Q2

43. Twitter’s CTR Remains Consistent

44. Twitter Insights
1. Advertisers are still spending on Twitter Ads
2. CPMs & CPCs increased while CTRs remained flat
3. Less volatility in the Twitter auction

45. AdStage’s Twitter Questions
1. Are Twitter Ads driving business results?
2. Are Twitter Ads better for brand awareness?
3. Will advertisers run video ads like they do on
Facebook and Youtube?

46. What Does All This
Data Mean?

47. Facebook Is The Belle Of The Ball

48. CPMs Are Increasing As Inventory Tightens

49. Every Network’s CPM Increased in Q2 Compared to Q1
11%
FACEBOOK TWITTER
76% 18%
LINKEDIN

50. CPCs Are Getting More Expensive

51. Every Network’s CPC Increased in Q2 Compared to Q1
18%
FACEBOOK TWITTER
60% 15%
LINKEDIN

52. CTRs Are Relatively Flat

53. Every Network’s CTR Increased in Q2 Compared to Q1
10%
FACEBOOK TWITTER
8% 20%
LINKEDIN

54. Concluding Thoughts
1. Advertisers are willing to pay more for rising CPCs
on Facebook
2. LinkedIn remains consistent and a go-to network
for B2B advertisers
3. Twitter is hanging around for the right type of
advertisers

55. Questions

56. https://www.adstage.io/
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