iProspect-2018年Q1付费社交媒体广告报告（英文）-2018.5-28页-2mb

报告摘要

Paid Social Trends Summary - Q1 2018

Core Content Overview

This report outlines the key trends and insights in paid social media for Q1 2018, focusing on the performance and updates of major platforms such as Facebook, Instagram, Pinterest, Snapchat, and LinkedIn. It highlights how brands are adapting to the evolving landscape by leveraging new ad formats, targeting strategies, and measurement tools to optimize return on ad spend (ROAS) and overall campaign effectiveness.

Main Trends and Insights

Spend Trends

Overall Paid Social Spend: iProspect's clients saw a 48% YoY increase in total social spend, but a 46% QoQ decrease, primarily due to post-holiday budget reductions.
Pinterest:
- 146% YoY increase in spend, but a 45% QoQ decrease, which is expected due to seasonal adjustments.
- Continued growth due to increased adoption by CPG and retail clients.
Instagram:
- 149% YoY increase in spend, driven by placement optimization and the performance of Instagram Stories.
Twitter:
- 73% YoY decrease and 48% QoQ decrease in spend, mainly due to a shift in focus from click and engagement campaigns to video campaigns.
- Video campaigns saw a 265% QoQ increase, indicating strong performance with Promoted Video and Sponsored Moments.
Snapchat:
- 26% YoY increase and 38% QoQ increase in spend, making it the only platform with a QoQ increase.
- Growth attributed to new ad products and branding focus.
LinkedIn:
- 49% YoY increase in spend, but a 33% QoQ decrease, likely due to seasonal budgeting.
- Strong user engagement is driving increased value for B2B and B2C advertisers.

Performance Highlights

CPM (Cost Per Mille):
- Overall CPM: Increased 32% YoY, but decreased 30% QoQ due to post-holiday competition reduction.
- Mobile News Feed CPM: Still below $4, indicating efficiency.
- Store Visits Objective CPM: Decreased 42% YoY, showing effectiveness of targeted campaigns.
CTR (Click-Through Rate):
- Increased to 2% from 1.72% in Q4 2017, attributed to optimized landing pages and retargeting strategies.
Video Performance:
- Video investment accounted for 53% of total spend across Facebook, Inc.
- View rate: Increased slightly QoQ to 10%, but decreased YoY from 12%.
- CPV (Cost Per View): Increased to $0.04 from $0.02 in Q1 2017.
- Retail View Rates: Strongest at 22%, while CPG View Rates: Modest at 8%.
Conversion Rates:
- Q1 Conversion Rate: 7.4%, down from 11.54% in Q4 but up from 4.71% in Q3.
- ROAS: Some retail brands saw Q1 ROAS comparable to Q4 ROAS due to optimized targeting and retargeting.
- Cost Per Conversion: Increased, but Messenger and Facebook Audience Network showed efficiencies with costs at $0.05 and $0.09 respectively.

Platform Updates

Facebook, Inc.:
- Made 120 updates in Q1, with a focus on security improvements following the Cambridge Analytica incident.
- Deprecating Partner Categories by October 1, shifting advertisers to use first-party data and direct relationships.
- Enhanced ad targeting, placement optimization, and store sales optimization.
Pinterest:
- Improved shopping ads and search functionality.
- Added 12 new measurement partners, enabling better ROAS tracking and in-store traffic measurement.
Snapchat:
- Enhanced local ad solutions and introduced non-skippable ad formats.
- Released exclusive show sponsorship opportunities.
Instagram:
- Continued to test Stories in WhatsApp.
- Instagram Stories and In-Stream Video performed well for retail and CPG clients.
LinkedIn:
- Rolled out sponsored video, carousel ads, and auto-bidding.
- Expect continued investment due to growing relevance for B2B and B2C advertising.

Earnings Reports

Facebook, Inc.:
- Q1 Revenue: $11.97 billion, up 49% YoY.
- Profit: $4.98 billion, up from previous quarters.
- DAU: 1.449 billion globally, up 3.42% YoY.
- Mobile Ad Revenue: 91% of total ad revenue, showing dominance in mobile.
Twitter:
- Q1 Revenue: $665 million, up 21% YoY.
- DAU: Up 10% YoY, but not disclosed.
- International Ad Revenue: Jumped 53% YoY.
- Operating Profit: $61 million for the second consecutive quarter.
Snapchat:
- Q1 Revenue: $230.7 million, up 54% YoY.
- DAU: 191 million, up 15% YoY and 2% QoY.
- Ad Impressions: Up 450% YoY, largely due to the self-serve advertising platform.
LinkedIn:
- Q1 Revenue: $1.3 billion, up 37% YoY.
- User Engagement: Increased significantly, including 30% session growth, 65% jobs growth, and 60% mobile/desktop visitor growth.

Key Recommendations

Brands should reappraise Pinterest's measurement tools to better understand performance.
Advertisers should focus on video optimization for Facebook, Inc., leveraging new placements like Instagram Stories and In-Stream Video.
First-party data is increasingly effective, and Partner Categories will be phased out by October 1.
LinkedIn remains a strong platform for B2B and B2C advertising, with increased engagement and new ad formats.
Snapchat is growing as a branding platform, with new ad solutions and exclusive show partnerships.