IgnitionOne’s latest report for Q3 2015 reveals trends in digital advertising metrics, marking the fourth straight quarter of growth in paid search spend in the U.S. Facebook, meanwhile, continues to outpace Google in display growth.
Key findings in the report include:
- Search spend growth continues – U.S. paid search spend grew 12% YoY in Q3, with click-through rate (CTR) and cost-per-click (CPC) increases pointing to more expensive but efficient ads. Sophistication in mobile advertising may be a driving factor in the spend increase.
- Mobile search sees slower growth – Shifts in user behavior from tablets/desktop to mobile phones continued to lead to an increase in mobile search spend of 56% YoY. Tablets, similar to desktops, were relatively flat. This is due to the similar ways they’re now managed by users, as well as increased sophistication and interest in mobile traffic. This resulted in 64% of mobile spend share devoted to phones and 36% share going to tablets.
- Yahoo Gemini brings change – The addition to the marketplace of Yahoo Gemini gives Yahoo the ability sell its own Mobile and Native ads into its own search results while giving it more control. This has implications to the data tracked in this report and tactics for marketers as it increases fragmentation and bifurcation in the market.
- Facebook outpaces Google as ad costs rise – Facebook continues to grow in spend, up 40% while Google display spend dropped 19%. The cost of Facebook ads also continued to climb, with eCPMs up 33% compared to last year.
- Programmatic display indicates shift to remarketing – When looking at display tactics in Q3, we see a slight shift toward remarketing ads (targeting ads to users who have visited a site before) when compared to last quarter, coming in at 53% of spend. This is a brief stabilization and a 50:50 mix of remarketing versus prospecting (look-a-like, contextual, custom targeting and reach).
This is the longest continuously running quarterly report on digital marketing trends and is the latest in a series from IgnitionOne, reviewing trends across the online advertising landscape.
Download the full report
IgnitionOne recently commissioned a new study released today by Forrester Consulting entitled “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success”. The study details the current state of marketing data and channel integration among marketers across the US, UK, France and Germany.
“From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection plays in maximizing the customer experience as well as the effectiveness of each marketing interaction,” said Will Margiloff, CEO of IgnitionOne. “Forrester’s research confirms this, also providing a roadmap for marketers to succeed.”
The study uncovers valuable insights from over 190 online surveys and six in-depth interviews with cross-channel B2C marketers. Insights include:
- Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices
- The majority of firms operate remain channel-driven and siloed – 67% of firms report that employees do not understand how their tasks tie into larger cross-channel goals
- Less than 30% are using cookies to track customers across touch points
Download the study to learn more.
On any given day, a customer visits a website and browses around but does not convert. This opens the opportunity to remarket to that individual on social media using Facebook custom audiences, allowing for consistent reach even across mobile.
The IgnitionOne team recently worked with the marketing team at Toyota to test the performance of a “standard” custom audience against an IgnitionOne-powered custom audience. Toyota historically enjoyed some success with retargeting across Facebook, but were open to the exploration of even stronger results – and with IgnitionOne, the results spoke for themselves.
Download the case study to learn more about the Toyota challenge and IgnitionOne’s solution.
IgnitionOne is the recent topic of a positive report from 451 Research, an independent group that focuses on IT innovation in emerging technology segments. The report explores the capabilities of the IgnitionOne DMS offering as well as an analyst’s view of the company’s potential and value. The independent research was not sponsored in any way by IgnitionOne prior to its release.
The report notes that in a crowded marketplace, IgnitionOne stands out by its ability to blend benefits from both the marketing and advertising sides of the coin.
“In its audience management platform,” the report states, “IgnitionOne seems to have found a way to link the disparate components of marketing and advertising software with a cohesion that may be tough to match.”
Download a copy of the report to read more.
IgnitionOne’s new report covering trends across digital marketing reveals growth for Q2 2015. Despite gains made by Yahoo!/Bing in previous quarters, Google reclaimed paid search market share it only recently lost. However in programmatic display, Google lost ground to Facebook, decreasing -9% year over year in spend compared to Facebook’s 48% surge.
Key findings in the report include:
- Strong search spend growth continues – U.S. paid search spend grew 22% year-over-year in Q2, the third quarter in a row of strong growth. Competitive pressures and mobile search growth is driving this spend increase.
- Mobile search growth continues to normalize – U.S. spending growth for tablets is up 22% and phones spend is up 71% YoY. Smartphones have seen the greatest growth and represent the majority of mobile spend this quarter with 59% of spend compared to tablets.
- Yahoo!/Bing give back market share – After three quarters of growth, the Yahoo!/Bing network lost U.S. search market share in Q2, returning to 24.5% of share compared to Google’s 75.5% of U.S. paid search spend.
- Facebook takes display share from Google – Facebook outpaced Google in display growth with FBX growing 48% in spend, while Google dropped -9% YoY. Facebook’s share of display spend grew to 16% (up from 10% a year ago). Google’s share dropped to 31%, down from 38% last year.
- Programmatic display grows – U.S. display spend was up 33% when compared with same clients measured in Q2 2014, continuing the growth trend from past two quarters. The decrease in impressions that we have seen in past quarters due to Facebook changes, has tapered off resulting in a total drop of only 1%.
The landscape of marketing clouds is constantly changing and growing – with multiple technological choices, contradictory descriptions and varying claims, it isn’t hard to understand why getting into the game can be confusing.
Ultimately, your customers don’t care what kind of data management technology you use. What they do care about is having a positive experience with a brand that knows how to interact with them, an opportunity that comes from utilizing the right tools to glean the data you need.
So, what exactly are the right tools? That’s where the marketing cloud and DMP options come into play. But if this video is any indication, there’s still a lack of clarity surrounding what exactly the “marketing cloud” is:
“WTF is the Marketing Cloud” is here to answer that question and more. It’s the essential guide to a basic understanding of various DMPs, clouds and hubs. Get informed, get your questions answered, and get ahead of the game.
Download the guide here.
IgnitionOne is working hard to help you have a smarter summer. Take part in our exclusive webinar: “Harnessing the Power of the Data You Already Own” and then brush up on industry knowledge and ideas with the top summer reading recommendations from our team.
Get More Out of Your Data with the June Webinar
On Wednesday, June 17 IgnitionOne will be hosting a free live webinar: “Harnessing the Power of the Data You Already Own.” In the 45-minute session, we’ll take a deep dive into specific ways in which you could be benefitting more from your data. Odds are, you’re sitting on a mound of usable information – you just need to get it working harder for you.
This exclusive webinar will show you how to get the most out of every nugget of information. You’ll learn how to put your data to work, distilling it down to key customer insights and using those insights to better engage your audiences to deliver better results faster. You’ll learn about the shift from reporting analytics to predictive analytics, using data to deliver stronger customer experiences, how to read data to uncover trends and more.
Don’t miss out. Get the data you own working for you faster. Register now.
Kick Back with the Summer Reading List
Keep your smarter summer moving along by checking out the IgnitionOne Summer Reading List. This free download includes a compilation of industry books recommended by our team. From marketing technology to humorous nonfiction and beyond, browse through our favorites and take some time to relax and recharge professionally.
Download the reading list here.
When it comes to data management platforms, the faster they start working for you, the better. Using a DMP can provide unique strategic opportunities, along with the kind of high-value market insights that allow for a better ROI. But the truth is, very few marketers are truly leveraging the value a DMP can provide.
So, how can you start taking full advantage of your DMP right out of the gate? It comes down to understanding the actionable data you have, and utilizing it in a way that maximizes the value it has to offer. Once you learn how to effectively work with what you have, you’ll be able to explore new opportunities more deeply.
IgnitionOne has created a valuable, fresh new book that provides insight and inspiration to help you get more out of your DMP from the start. “The Quick Wins Handbook” delivers 12 fast, actionable ideas to maximize your ROI and minimize the time spent waiting for the right data.
The Quick Wins Handbook is ready to help you:
- Get the most out of your DMP
- Act on easy connections
- Target location
- Time communications
- Avoid potential road blocks
You can learn more and download the 18-page guide here.
IgnitionOne’s newest report highlights a 26% year-over-year spend growth for Q1 2015 with Yahoo!/Bing chipping away at Google’s market share.
The report is the latest in the longest continuous and comprehensive study on SEM and Digital trends.
Key findings in the report:
- Strongest search spend growth in three years – U.S. paid search spend grew 26% year over year (YoY) in Q1.
- Mobile search growth high but continues to normalize – U.S. spending growth for tablets is up 39% YoY while phones spend is up 81%.
- Yahoo!/Bing grow market share for third straight quarter – The Yahoo!/Bing network grew its U.S. search market share in Q1 to 26.9% of spend vs. Google’s 73.1% – the highest market share for Yahoo!/Bing since before the Search Alliance was founded.
- Programmatic display grows – U.S. display spend was up 34% in Q1 as compared to the previous year.
- Facebook more than triples eCPM – Bringing their FBX eCPM almost on par with display ads on Google, Facebook’s spend grew by 46% while reducing impressions by 90% YoY.
- Mobile display continues to explode – IgnitionOne data reveals total mobile display business growth in Q1 YoY, with impressions up 85% and spend up 143%.
“While many have claimed Google is in decline, that is clearly not happening based on this data. Digital marketing continues to grow and Google is growing with it,” said Will Margiloff, CEO of IgnitionOne. “However, Google is not the juggernaut it used to be. It faces stiff and unyielding competition on all fronts of their vast multifaceted business in ways it hasn’t experienced for many years. It remains to be seen whether or not they can regain their previous momentum.”
This quarterly report can be downloaded in full at http://www.ignitionone.com/digital-marketing-report-q1-2015/.
By Claire Hite, Media Manager & Harvey Sutton, Product Manager of IgnitionOne’s Search team
IgnitionOne introduces the Bing Campaign Cloner into its Digital Marketing Suite. In our simplified marketing approach, we wanted an easy and painless way for advertisers to extend efforts across various search engines. Advertisers save time by not repeating their efforts of adjusting and optimizing campaigns. A simple button allows advertisers to optimize for one search engine and clone into the Bing search engine.
The Bing Campaign Cloner tool allows for advertisers to easily recreate one or more Google AdWords campaigns for use in the Bing Ads network. We modeled it after Digital Marketing Suite’s existing Bulk Management functionality.
In a real world scenario, many media managers find themselves creating a new campaign only to realize at upload that they forgot to build out keywords for the other engine. IgnitionOne’s Bing Campaign Cloner feature allows the user to quickly and easily duplicate that campaign and export into a bulksheet for final review.