Mobile drives social and search marketing, new report finds

Mobile marketer Kenshoo, has just released new data which highlights the interplay of mobile, product and video advertising formats influencing social and search ad trends.
According to the research, social ad spend grew 45% the year over, driven by dynamic product ads that now make up 21% of social spend and a 155% increase in video ad spend. Spending on mobile search ads increased 62%.
Overall, social impressions jumped 16% year-on-year whilst clicks grew 40%. The social CTR increased 21% and social media spend on mobile devices jumped 61%. Indeed, mobile accounted for more than half of Q3 social advertising spend (59%).
Meanwhile, paid search impressions declined 19%, whilst paid search clicks increased 11% and CTR jumped 38% the year-over.
Chris Costello, Senior Director of marketing research for Kenshoo, explains:
chris costello

“The recent advancements in both social and search advertising are paying significant dividends for marketers. In search, product ads on both mobile and desktop, combined with Google’s Expanded Text Ads, continue to deliver valuable clicks, while the effectiveness of ads in areas like retail, travel and lead generation do the same for social. As publishers in both channels continue to innovate and test new offerings, they’re rapidly developing the most effective tool set for marketers to meet and exceed their goals, no matter what they might be.”

It’s evident that reaching consumers 24/7 and across a wide range of locations has become a core focus of the marketing industry.
Kenshoo provides a marketing suite that lets advertisers optimise their ads to re-engage audiences across publishers and devices globally.
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