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2iProspect Quarterly Report Paid Social Trends|2018 Q1
2018 IPROSPECT. ALL RIGHTS RESERVED.
Reviewing Overarching Q1 2018 Trends
The pace of change in social is quickening. Q1 saw platforms make 120 newsworthy
updates, which involved refning their ad products, testing new functionalities, and
even—in some cases—pivoting their strategies in response to consumer demand. As
marketing budgets continue to fow into social, iProspect is partnering with platforms
to ensure that large year-over-year (YoY) increases in spend deliver proportionate
increases in return on ad spend (ROAS), despite the steadily increasing cost of
inventory. One of the keys to our clients' success in this swiftly evolving environment
is developing and maintaining a robust strategic framework that incorporates the
entire consumer journey and fuels social activity as well as other channels. With each
change, update, or test, iProspect aims to improve one aspect of the social machine
in order to deliver measurable effects in the following stages of the consumer journey.
As changes keep coming, in Q2 and beyond, it is more important than ever for brands
to create a single view of their paid and organic social strategies, an understanding
of how they work together at each stage of the consumer journey, and a frm grasp of
their infuential roles throughout the media ecosystem.
The following trends and insights are based on analysis of the data from more than 210
brands managed by iProspect U.S. (though the spend is not confned to U.S. markets).
The spend data is representative of Facebook, Instagram, Pinterest, Snap, Twitter,
and LinkedIn, while performance data is specifc to Facebook and Instagram only.
iProspect is partnering with platforms to ensure
that large year-over-year (YoY) increases in spend deliver
proportionate increases in return on ad spend (ROAS).
3iProspect Quarterly Report Paid Social Trends|2018 Q1
2018 IPROSPECT. ALL RIGHTS RESERVED.
SPEND
Overall, iProspect's paid social clients' total Q1 2018 social spend was up 48% YoY and
down 46% quarter over quarter (QoQ). It is unsurprising to see a substantial spend
decrease coming off the back of Q4, which is consistently the busiest time of year
for many brands. With paid social fast becoming a core channel for many successful
brands, advertisers are increasingly interested in testing how far social results can be
scaled with larger budgets. The results consistently reveal the potential of social plat-
forms. We continue to see increases in budgets due to consistently improving perfor-
mance as brands make decisions based on their testing roadmaps, and as advertisers
realize paid social's ability to drive new customer acquisition, by building retargeting
and CRM pools to be leveraged cross-channel.
Pinterest (spend is up 146% YoY and down 45% QoQ. The latter decrease is to be
expected because of aforementioned seasonal spend increases in Q4. The YoY growth
continues to increase driven by additional spend from existing CPG (consumer pack-
aged goods) and retail clients as well as from new clients adopting the platform for
the frst time.
We saw an 80% increase in client adoption over Q1 of 2017. Brands are becoming
more aware of sustained user growth on Pinterest, which is up 40% YoY and which
is powered in part by the platform's powerful search functionality. This functionality
enables our clients to set up powerful search targeting within the platform, which
in turn drives stronger performance. Pinterest's search functionality leverages the
iProspect’s paid social clients’ total
Q1 2018 social spend was up 48% YoY.
4iProspect Quarterly Report Paid Social Trends|2018 Q1
2018 IPROSPECT. ALL RIGHTS RESERVED.
consumer desire for more visual search results, especially during the research and
discovery phases of the path to purchase.
Pinterest is also bolstering its measurement solutions, adding 12 new measurement
partners since 2017. These additions make it easier for advertisers to prove ROAS
by integrating Pinterest data into existing measurement frameworks or attribution
models that can examine tracking, validation, resonance, and conversion both online
and in-store. We recommend that, if they haven't already, advertisers reappraise
Pinterest's full measurement offering to understand how they can measure success
on the platform.
Facebook, Inc. (Facebook, Instagram, and the Facebook Audience Network) Similar
to other categories, post-holiday spend across the Facebook properties was down
resulting in a QoQ decrease of 46%. That said, we saw a YoY spend increase of 76%,
which we attribute primarily to our existing clients continued success with direct-
response tactics, Dynamic Product Ads (DPA), and—new in 2017—Dynamic Broad
Audiences (DABA). In fact, these revenue-driving tactics accounted for 64% of the
total Q1 Facebook, Inc. investment. The 149% YoY increase we saw on Instagram
spend was due, in part, to placement optimization, which allows advertisers to opt
in to Instagram as a placement within an existing campaign and manage related
spend based on performance and available inventory. In addition, the ever-evolving
Instagram Stories placement continues to perform well for retail and CPG clients.
It should also be noted that Facebook, Inc. investment increased YoY across most
other tactics, including branding, lead generation, and store visits objectives.
Twitter spend is down 73% YoY and 48% QoQ. The YoY decline is due partly to a QoQ
reduction in campaigns with
website clicks
and
engagement
objectives (down 41%
and 36% respectively). This trend speaks to a shift from using Twitter for these types。