2024-08-22-Tinuiti-2024年第二季度网络广告报告_30页_898kb

Summary of Q2 2024 Digital Ads Benchmark Report

Overall Trends

• Major digital ad platforms experienced slower year-over-year spending growth compared to Q1 2024, with only YouTube showing acceleration (+28% Y/Y).
• Platforms like Facebook, Instagram, and Google saw significant decelerations: Facebook growth slowed to 4% (down from 9%), Instagram to 24% (slightly lower than Q1).
• Amazon Sponsored Products grew 8% Y/Y, while Walmart Sponsored Products surged 45%, indicating increased investment in e-commerce.
• Average CPMs mixed, with Instagram seeing a large jump (+23% Y/Y) while YouTube CPMs declined 26%, affecting ad pricing dynamics.

Paid Social

• Meta saw overall ad spend grow 10% Y/Y, but CPMs rose 5% due to high impression volume.
• Facebook CPM decline slowed to -1% Y/Y as Reels and overlay ads continue to influence spending and pricing.
• Instagram led with 24% Y/Y spend growth, driven by high CPM increases, but linked to declining impression growth and stronger ROI.
• TikTok, Snapchat, and Pinterest maintained growth: TikTok up 10%, Snapchat 26%, Pinterest 22%, offsetting a ban risk discussion.

Paid Search

• Google search ad growth decelerated to 14% Y/Y with weak click growth (0.3%), while Shopping ads jumped 16% due to higher CPCs.
• Amazon remained dominant in Google Shopping auctions, nearly four times Temu's share, with Temu's presence recovering but still below pre-2023 levels.
• Performance Max adoption rose among retailers, with increasing share in non-shopping inventory, improving conversion rates despite rising CPCs and CPMs.
• Google AI Overviews (AIOs) impacted text ad CTRs negatively for non-brand mobile ads, but search-specific Shopping ads saw stable growth and higher CTRs.

Commerce Media

• Amazon advertisers increased Sponsored Products spend 8% Y/Y, with a slight CPC rise to 0.4%, improving sales ROI to 11%.
• Sponsored Brands outperformed Sponsored Products in terms of spend growth, with CPC rising significantly (+14% Y/Y).
• Sponsored Display campaigns saw sharp declines (-36% Y/Y), reducing their ad console spend share to below 2%.
• Walmart doubled down on search ads, with Sponsored Products growing 45% Y/Y and CPC up 30%, despite higher costs driven by stronger ROI.

Video and Display

• YouTube spending grew 28% Y/Y with a massive 74% Y/Y impression surge, shifting toward TV devices (35% of spend).
• Streaming video ads rose 17% Y/Y in Q2, with Prime Video leading in CPM but TVs accounting for most spending (59%).
• Google Display Network (GDN) slowed to 11% Y/Y spend growth, with CPM deceleration reflecting stronger year-ago comparisons.
• Amazon DSP expanded spend 32% Y/Y, with television gaining a higher share, and increased reliance on owned-and-operated inventory.

Methodology and About Tinuiti

• The report is based on anonymized data from Tinuiti's $4 billion annual digital spend clients.
• Key challenges include consistent strategy adherence and avoiding direct comparisons with individual platforms or universal experiences.

This summary captures key trends across platforms, spending growth, pricing changes, and impacts from ongoing shifts like AI integration and competitive dynamics.