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Social.com Advertising Benchmark

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Social media advertising trends.

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Social.com Advertising Benchmark

  1. 1. Social.com Advertising Benchmark ​ January 2015
  2. 2. Facebook Macro Trends LinkedIn Macro Trends Twitter Macro Trends Major Overall Trends Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  3. 3. Facebook Macro Trends 83% of Facebook’s total DAUs use the site on mobile devices Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  4. 4. LinkedIn Macro Trends 47% of LinkedIn’s total traffic comes from mobile users Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  5. 5. Twitter Macro Trends 81% of Twitter’s revenue comes from mobile devices Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  6. 6. ​ By the end of Q3 2014, Facebook had 1.3 billion monthly users, with over 1.1 billion accessing Facebook via their mobile devices. Facebook Macro Trends Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  7. 7. ​ Overall CTR raised from 0.18% in Q1 to 0.60% in Q3. CPC remained relatively flat, at $0.26 in both Q1 and Q3. Facebook Global Media Costs Were Up Sharply in Q3 Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  8. 8. ​ In the United States, CPC costs for mobile ads have risen each of the last seven quarters, totaling an 80% increase to $0.28. Advertising Goes “Mobile-First” Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  9. 9. ​ CPM costs have risen as well, however the CPM growth rate peaked in Q1 2014, up 65%, and have somewhat stabilized in Q2 and Q3, at $4.50. Advertising Goes “Mobile-First” Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  10. 10. ​ CPC has slowly increased from $0.17 in Q1 2013, to to $0.25 in Q3 2014. Advertising Goes “Mobile-First” Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  11. 11. ​ CPM has increased slowly from $3.07 in Q1 2013, to $4.50 in Q3 2014. Advertising Goes “Mobile-First” Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  12. 12. ​ Mobile app installs have continued to get more expensive at a constant rate. Mobile App Installs Grow More Expensive Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  13. 13. ​ CPMs have begun to level off, as CPM for mobile app install ads were either level or slightly down by geography between Q2 and Q3 2014. Mobile App Installs Grow More Expensive Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  14. 14. ​ CPM and CPC are both significantly lower when targeting both placements together than either placed separately, and the CTR is higher. Combined Desktop and Mobile Feed Ads Less Expensive Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  15. 15. Canvas App Install Ads Demonstrate Power of New, Larger RHS Ads ​ New, larger RHS ads and a corresponding decrease in available inventory dramatically changed both the cost and effectiveness of these ads. Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  16. 16. ​ The new RHS ads have proven to be much more effective; in the same period, despite the increased CPM, cost per canvas app install (CPI) dropped 13% to $1.97. Canvas App Install Ads Demonstrate Power of New, Larger RHS Ads Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  17. 17. Twitter Quarterly Trends Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  18. 18. LinkedIn Quarterly Trends ​ Four out of five LinkedIn members impact business decisions within their organizations, and LinkedIn members have twice the buying power of the average web audience. ​ This desirable audience drove a CPC that started at $4.38 in Q1 and rose 36% to $5.97 in Q3. Source: Salesforce Marketing Cloud Social.com Advertising Benchmark, January 2015.
  19. 19. Thank you

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