iProspect-2017Q2付费社交媒体趋势报告（英文）-2017-24页-3mb

报告摘要

2017 Q2 Paid Social Trends Summary

Core Content Overview

This report provides an analysis of paid social trends for Q2 2017, focusing on performance, spend, and recent platform updates. It highlights the evolving landscape of social media advertising, particularly emphasizing the growth of Facebook, Instagram, and Pinterest, as well as new features from Snapchat and Twitter that are reshaping the digital marketing environment.

Key Trends and Insights

Paid Social Spend Growth

Overall Growth: Paid social spend across iProspect's clients increased by 132% YoY.
Client-Specific Growth: Even when isolating clients managed since Q2 2016, the average YoY growth was 76%.
Top Growth Platforms: Instagram (257% YoY) and Pinterest (216% YoY) showed the highest growth in paid social spend.
Facebook Dominance: Despite the growth of other platforms, Facebook still accounts for 66% of total paid social spend, up from 51% in Q2 2016.

Cost Efficiency and Performance

CPM Efficiency: Reach campaigns on Facebook and Instagram are more efficient than most other media, with an average CPM of $3.44.
Video Performance: Video spend is concentrated on Facebook mobile News Feed, followed by Instagram and Facebook desktop News Feed.
CPVV Trends: The average CPVV for top video advertisers ranges from $0.02 to $0.05, up from $0.03 in 2016.
Inefficient Placements: Facebook's Right-hand Side (RHS) video placement has a high CPVV of $9.86, while Video Home and Video placements are the most efficient at $0.01.
CPC Trends: CPCs for traffic-driving placements have decreased 7% YoY to $74, but increased 50% QoQ from $38.

Platform Updates and Features

Facebook:
- Messenger Ads: Launched globally, offering image and carousel ads within conversations. Video ads are expected soon.
- Combatting Fraud: Updated link page posts to automatically pull content from the source website, requiring ad account verification.
- Canvas Ads: New immersive mobile ad format with three templates: Get New Customers, Showcase Your Business, and Sell Products.
- Ad Controls: Advertisers can now block specific publishers and apps at the ad account level and choose to opt in or out of Audience Network placements.
Instagram:
- Dynamic Product Ads (DPA): Improved ad performance and scalability.
- Integration with Facebook: Advertisers can leverage Instagram as part of a broader Facebook ad strategy.
Pinterest:
- Autoplay Video: Promoted videos now autoplay in the home feed, search results, and "More Like This" section.
- Lens Feature: A visual search tool that allows users to search for products using their camera. Advertisers are encouraged to load product catalogs and use the Save button to enhance visibility in Lens.
- Measurement Tools: Partnered with Nielsen and Moat to provide accurate campaign performance metrics.
Snapchat:
- Self-Serve Ad Management Platform: Allows businesses and agencies to create and manage ads independently.
- Viewability Score: Introduced a new viewability metric for full-screen, vertical video ads, validated by Moat and subject to MRC audit. This score is critical for proving ad effectiveness and could influence budget shifts to Instagram.
Twitter:
- Video Performance: Video ads increased 25% incremental reach for A18-24 TV campaigns.
- Live Premium Video Partnerships: Collaborations with brands like Live Nation aim to enhance video reach in a fragmented market.
- User Growth: MAU increased 5% YoY globally and 3% YoY in the U.S., but declined 3% QoQ in the U.S.

Holiday Preparation Tips

Ensure Proper Pixel Implementation: Critical for tracking ROAS and adjusting for changes in website code.
Establish CRM List Refresh Cadence: Keep targeted and excluded audiences updated before the holiday season.
Activate Social Prospecting Campaigns: Build retargeting lists for all channels and leverage intent data.
Determine Flexible Budget Allocation Process: Adjust budgets in real-time based on performance shifts to maximize ROAS.

Future Outlook

Continued Growth: Expect 175% YoY increase in Facebook's Q4 spend due to the strong Q2 performance and holiday preparations.
CPM and CPC Trends: Both are expected to increase as more advertisers invest in BTS and holiday campaigns.
Platform Evolution: Continued improvements in ad tools, measurement, and targeting capabilities will shape the future of paid social.

About the Author

Brittany Richter, VP and Head of Social Media at iProspect, leads the strategic activation of paid and organic social media efforts across the U.S. offices. She has a background in digital marketing, starting as a food blogger and transitioning into account management.

About iProspect

iProspect is a global digital marketing agency with over 4,200 employees in 91 offices across 55 countries.
They offer performance-based marketing strategies for leading brands, including General Motors, adidas, T-Mobile, Hilton, Microsoft, etc.
iProspect has been recognized as the "Best Agency for Performance Marketing" by iMedia for three consecutive years.