2017年Q4社交媒体广告报告.pdf

Q4 2017The State of Social AdvertisingContentsINTRODUCTION . 2SOCIAL PLATFORMS . 3Facebook .3Instagram .4LinkedIn .5Pinterest .6Snapchat .7Twitter .8TRENDS . 9Real-World Integration .9Offline and Online Data .10Responsive Creative .12Visual Insights .13Integrated Video .14Mass Personalization .15The State of Social Advertising Q4 2017 Page 2 2017 4C Insights, Inc.IntroductionSocial media has become indispensable for marketers. Designed for what people care about most with the ability to reach billions, social media combines the benefits of targeting and scale.To assess social advertising growth in Q3 2017, we analyzed a representative sample of brands managed through 4C Social across Facebook, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat. The total sample included more than $250 million in media spend across 1,000+ individual brands. Social ad spend accelerated dramatically over the second quarter as new brands and agencies adopted 4C to manage their campaigns. Total spend on 4C was up 129% year-over-year (YoY) and 31% quarter-over-quarter (QoQ).A key driver of ad spend growth on social media has been enhancements in targeting through the ability to define and scale audiences through external data sources. As we head into the crucial Q4 shopping season we examine this and other emerging trends to help marketers capitalize on the opportunities. We also invited our brand and agency partners to share their thoughts on what theyre seeing in the marketplace including some who shared their viewpoints for our original State of Social paper published in October of 2016.For Abt, the biggest change in the last year has been scale and the ability to enhance targeting with audiences. Paid social was an emerging channel for us 12 months ago and now is a crucial part of our Digital strategy.BRYAN BENAVIDES, DIRECTOR OF DIGITAL MARKETINGThe State of Social Advertising Q4 2017 Page 3 2017 4C Insights, Inc.Social PlatformsAs a full-funnel solution for marketing, social media continues to demonstrate strong ad growth across platforms and verticals.FACEBOOKFacebook ad spend through 4C grew 150% YoY and 27% QoQ. Aggregated cost-per-thousand impressions (CPM) and cost-per-click (CPC) increased 9% and 18% QoQ respectively as marketers placed a higher value on the inventory.CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoY$4.97 $0.52 0.95% 9% 18% -8% 27% 150%See Meet the Metrics on page 8.Services and Education verticals drove the most Facebook growth with increases of 191% and 118% QoQ. Features for measuring brand lift across Facebook and TV, driving offline outcomes, placing in-stream video ads across Facebooks Audience Network, and Facebooks detailed targeting and measurement capabilities are laregely responsible for brands continued investment in Facebook. CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoYServices $4.90 $0.73 0.67% 8% -3% 11% 191% 695%Education $4.70 $0.21 2.21% 58% 88% -16% 118% 2,601%See Meet the Metrics on page 8.Weve seen Facebook improve upon its transparency and controls across its Audience Network offering, where were already seeing its social data powering ads beyond its owned and operated properties. These trends will continue to scale commanding more of peoples attention and time, thus increasing socials stronghold in advertising.MICHAEL PECCI, ASSOCIATE DIRECTOR, SOCIAL MEDIAThe State of Social Advertising Q4 2017 Page 4 2017 4C Insights, Inc.INSTAGRAMInstagram continues grow rapidly thanks to its high-impact ad units, with spend on 4C increasing 220% YoY and 55% QoQ. CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoY$5.05 $3.22 0.16% 1% -6% 7% 55% 220%See Meet the Metrics on page 8.More advertisers flooding to use new features to reach Instagrams growing audience of 800 million as well as increasing CTRs are driving increased ad spend on the visual platform. Services spend grew the most in Q3 compared to Q2 at 298% while the Home and Garden increased spend on Instagram a whopping 1,930% compared to last year.CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoYServices $5.19 $1.84 0.28% 3% -45% 89% 298% 1,367%Home & Garden $6.24 $5.75 0.11% -26% 49% -51% 110% 1,930%See Meet the Metrics on page 8.Immersive video on Instagram Stories will continue to draw in brands. “Content continues to reign supreme, and vertical video on Instagram provides brands with a full-scale canvas to message their offering to a slew of audiences,” explains Emily Kramer, Senior Director, Media Services, Merkle. “Using this capability to test creative, audience-driven optimization, etc. is low-risk and high-reward, with lots of opportunity to scale learning across the media mix.”The State of Social Advertising Q4 2017 Page 5 2017 4C Insights, Inc.LINKEDINLinkedIn ad spend on 4C grew 54% over last year and 17% over last quarter as brands recognize the applications of LinkedIn for B2C as well as B2B. CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoY$10.62 $7.97 0.13% 3% 3% -0.1% 17% 54%See Meet the Metrics on page 8.Though the inventory is most expensive, marketers believe the inventory has the highest brand safety. New advertisers from Automotive, Finance, and Healthcare are investing in LinkedIn ads which drove the growth in spend. Louis Guerrero, Supervisor, Social Media, Havas Media Group explains, “LinkedIn is growing aggressively as B2B, Finance, and Healthcare brands are now just getting caught up on social media advertising.” CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoYAutomotive $25.24 $6.55 0.39% 60% 28% 25% 1,342% N/AEducation $2.40 $6.47 0.04% 2% -1% 4% 24% 387%See Meet the Metrics on page 8.LinkedIns growth has also been aided by increased reporting abilities and ability to reach people outside LinkedIns platform.In addition to merging products to make qualified leads into high-quality prospecting audiences, LinkedIn continues to work on expanding reporting abilities and support to 3rd party reporting tools. One example of increased reporting ability is the ability to analyze demographic information tied to site traffic i.e. the ability to profile DR traffic for prospecting purposes.ROBBIE BOURNE, SENIOR STRATEGISTThe State of Social Advertising Q4 2017 Page 6 2017 4C Insights, Inc.PINTERESTAd spend on Pinterest, the intent-driven platform, grew 26% QoQ and 33% YoY as marketers prepare to head into the seasonal shopping season. CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoY$3.49 $0.74 0.47% 23% 28% -4% 26% 33%See Meet the Metrics on page 8.Increase in spend was driven by the growing Pinterest audience, now more than 200 million strong, as well as increased insight and targeting capabilities. New advertisers are being drawn to the platform including brands from the Electronics and Technology vertical which increased spend 2,840% as Apple and Samsung announced new technology in Q3.CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoYElectronics/Technology $6.02 $1.25 0.48% 10% 69% -35% 2,840% 236%See Meet the Metrics on page 8.Pinterest will continue to grow as brands figure out how to leverage the platforms visual technology among other innovations.Announced recently, Pinterest and Target are teaming up to offer a mobile-only capability embedded within the Target app, via Pinterest visual search. Pinterest has a capability so compelling that a brand is building their offering into a native app putting consumer experience at the forefront of the engagement.EMILY KRAMER, SENIOR DIRECTOR, MEDIA SERVICESThe State of Social Advertising Q4 2017 Page 7 2017 4C Insights, Inc.SNAPCHATBrands continue to ramp up their presence on Snapchat. The vertical video format has demonstrated strong growth with ad spend on 4C increasing 73% QoQ.CPM Q3 CPSU Q3 SUR Q3 CPM QoQ CPSU QoQ SUR QoQTOTAL SPEND QoQ$3.49 $0.42 0.83% 8% 9% -0.4% 73%CPSU: Cost-Per-Swipe-Up; SUR: Swipe-Up Rate. See Meet the Metrics on page 8.Strong Swipe-Up Rates, efficient CPMs and brands discovering how to utilize Snap Ads are driving increased ad spend on Snapchat. The Telecommunications sector increased its spend on Snapchat the most in Q3 up 2,965% QoQ while achieving Swipe-Up Rates above 1%. New features such as 3D World Lenses, which have demonstrated measurable lifts across awareness and intent, will continue to draw brands to the platform.CPM Q3 CPSU Q3 SUR Q3 CPM QoQ CPSU QoQ SUR QoQTOTAL SPEND QoQTelecommunications $4.51 $0.40 1.12% 23% -38% 97% 2,965%CPSU: Cost-Per-Swipe-Up; SUR: Swipe-Up Rate. See Meet the Metrics on page 8.There is room for growth for all brands to get into Snapchat. They just need to figure out how to do it with the right KPIs and ROI measurements.BRYAN BENAVIDES, DIRECTOR OF DIGITAL MARKETINGThe State of Social Advertising Q4 2017 Page 8 2017 4C Insights, IncITTERTwitter ad spend grew on 4C grew 60% YoY and 26% QoQ as the platform cements its place in media plans for live moment amplification.CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoY$6.48 $0.91 0.71% 5% 8% -3% 26% 60%Ad spend on Twitter was boosted by the Travel and Services industries. Travel spend on Twitter surged 250% QoQ during the late summer months. Services increased spend by 731% compared to a year ago.CPM Q3 CPC Q3 CTR Q3 CPM QoQ CPC QoQ CTR QoQTOTAL SPEND QoQTOTAL SPEND YoYTravel $5.64 $0.78 0.72% 350% 284% 17% 250% 167%Services $3.56 $0.49 0.73% 0.01% -10% 12% 112% 731%Premium streaming video and an increase in Twitter characters will allow brands to put more content on Twitter. “Brands are starting to look to leverage Twitter for what it is known for, real-time, relevant, trendy content,” states Louis Guerrero, Supervisor, Social Media, Havas Media Group.CPM: Cost-Per-Thousand Impressions based on total spend and impressions across all publishers campaigns. Includes all campaign objectives.CPC: Cost-Per-Click based on total spend and total clicks across all publishers campaigns. Includes all campaign objectives.CTR: Click-Through Rate based on total impressions and clicks across all publishers campaigns. Includes all campaign objectives.Total Spend QoQ: Change in publishers social advertising spend in 4C from Q3 2017 to Q2 2017.Total Spend YoY: Change in publishers social advertising spend in 4C from Q3 2017 to Q3 2016.CPM QoQ: Change in publishers CPM from Q3 2017 to Q2 2017.CPC QoQ: Change in publishers CPC from Q3 2017 to Q2 2017.CTR QoQ: Change in publishers CTR from Q3 2017 to Q2 2017.CPSU: Cost Per Swipe-Up based on total spend and total Swipe-ups across all Snapchat campaigns. Includes all campaign objectives.SUR: Swipe-Up Rate based on total impressions and Swipe-Ups across all Snapchat campaigns. Includes All objectives.Meet the metrics.The State of Social Advertising Q4 2017 Page 9 2017 4C Insights, Inc.REAL-WORLD INTEGRATIONSocial media is becoming more entwined in everyday life. New features make social media an always-on channel. Today, its seemingly natural that someone is swiping for a world lens on Snapchat, or adding a geo-tag to their Instagram Story before posting. Social channels continually evolve and bring more value to users as mobile devices continue to become a human appendage.EMILY KRAMER, SENIOR DIRECTOR, MEDIA SERVICESSocial provides brands more insight into their consumers lives and more opportunities to provide value to them in the real world through technology like augmented reality.“An emerging opportunity for brands are Targeted Lenses that allow you to run a paid Lens but only to consumers that are most relevant to your brand on Snap Ads,” explains Alex Stolarski, Social Media Supervisor, Resolution Media.TrendsNew innovations are unlocking increasing capabilities for marketers. We spoke with thought leaders that are using 4C Social at Abt, Havas, Merkle, Performics, and Resolution Media to identify the emerging opportunities for marketers on social.The State of Social Advertising Q4 2017 Page 10 2017 4C Insights, Inc.OFFLINE AND ONLINE DATAAs social media becomes more integrated with the real world, brands are seeking to bridge online and offline behavior for targeting and measurement. Similar to Google, Facebook is putting increased importance on tracking in-store visits with their new Store Visits beta. Brands who are starting to think about their offline goals are in a position to take advantage of this new reporting capability and garner insights on how Facebook further impacts their business.CORKUM NASH, ASSOCIATE DIRECTOR, SOCIAL MEDIAFeatures like Snap Map and Geofilters are enabling Snapchat to understand how consumers shop. “Snaps measurement capabilities in terms of tracking users as they go in-store via Placed is helping QSR, Retail and CPG brands understand how Snap Ads drive results,” states Maura McNulty, Social Media Supervisor, Resolution Media.Offline activity can be translated into targeted segments across the social platforms . “On Facebook, were syncing audience tools to use for targeting based on customer behavior on and off line,” explains Bryan Benavides, Director of Digital Marketing, Abt. Many of the social networks are building tools enabling brands to understand offline purchase behavior directly into their offerings. But, third party data is a viable solution as well.Havas is leveraging 3rd party data providers such as Acxiom to test proven segments based on offline data.LOUIS GUERRERO, SUPERVISOR, SOCIAL MEDIAMedia behavior is also a critical source of offline data for developing h