SAN FRANCISCO, Oct. 17, 2018 /PRNewswire/ -- Marin Software, a
leading provider of digital marketing software for
performance-driven advertisers and agencies, today released
research findings from its global Q3 2018 Digital Advertising
Benchmark Report. While search spend increased globally, growth was
lower in Europe. Separately,
Instagram revealed itself as an up-and-coming target for
advertising dollars, with Instagram Stories being a preferred ad
format.
Marin Software presents its full research, results, and
takeaways in an interactive format that allows viewers to review
and analyze ad spending trends by region, industry, and publisher.
Key findings include:
- Instagram Gaining Momentum: In Q3 2018, Instagram
received almost 16% of total Facebook spend, with Facebook's news
feed accounting for over 80%. Instagram Stories was the most
popular ad format, accounting for 25% of all ads on the photo and
video-sharing platform. Due to its rich ad format, deeper level of
user engagement, and less crowded feed environment, advertisers are
willing to pay a substantial premium for Instagram ad placements
over Facebook. This includes a $0.82
CPC on Instagram, four times higher than the $0.19 CPC on Facebook.
- Global Search Spend Barrels Ahead: Following the trend
in previous quarters, global search spend continued to show robust
health. With 13% year-over-year (YoY) growth, it was driven almost
equally by increased click volume and rising CPCs, with the average
global CPC increasing from $0.80 in
Q3 2017 to $0.83 in Q3 2018.
- European Paid Search Slows Down: Anomalous to increased
global search spend, eurozone growth was relatively meager at 5.7%
YoY in Q3 2018. Europe also saw
lower CPCs than the global average, with a $0.44 CPC in Q3 2018 compared to the global
average of $0.83. With the General
Data Protection Regulation (GDPR) wrapping up its first full
quarter, lingering privacy concerns may be taking a toll on the
European search advertising market.
- Shopping Ads Gain Share: Shopping ads captured 37% of
the average retailer's search spend, eclipsing the 36% observed in
Q3 2017. The expectation is that dynamic ads will continue to take
share from traditional text ads in Shopping and other
verticals.
"Instagram's boom was one exciting area of digital advertising
growth we witnessed this quarter. This year alone, Instagram jumped
from five to 15 percent of our customers' Facebook spend," said
Wesley MacLaggan, SVP of Marketing
at Marin Software. "We expect this trend to continue, especially
with recent news of Instagram enhancing its eCommerce features.
With the rise of Amazon and the success of Google Shopping Ads,
eCommerce has quickly emerged as a third pillar of digital
advertising, and it's clear that Facebook is looking to get in on
the action. As a result, search, social, and eCommerce will
continue to blend together, and marketers will need to have a
complete view of the customer journey if they hope to more
accurately understand campaign performance and attribution."
To create its Q3 2018 Digital Advertising Benchmark Report,
Marin Software aggregated data from customers who invest billions
of dollars in combined annualized ad spend on paid search, social,
mobile, and eCommerce. Marin Software only includes those
advertisers active on its platform for the past five quarters,
measuring key performance indicators on a year-over-year and
quarter-over-quarter basis, and removing any outliers with
significant YoY or QoQ changes.
About Marin Software
Marin Software Incorporated's
(NASDAQ: MRIN) mission is to give advertisers the power to drive
higher efficiency and transparency in their paid marketing programs
that run on the world's largest publishers. Marin Software offers a
unified SaaS ad management platform for search, social, and
eCommerce advertising. We help digital marketers convert precise
audiences, improve financial performance, and make better
decisions. Headquartered in San
Francisco with offices worldwide, Marin Software's
technology powers marketing campaigns around the globe. For more
information about Marin Software, please visit
www.marinsoftware.com.
Forward-Looking Statements
This press release
contains forward-looking statements that involve risks and
uncertainties, including, among other things, statements regarding
Marin's business, research, and product capabilities. These
forward-looking statements are only predictions and may differ
materially from actual results due to a variety of factors
including, but not limited to, our ability to grow sales and
marketing capabilities, retain and attract personnel, develop and
release new features, increasing competition in our market,
fluctuations in our operating results and inability to forecast
financial metrics, and other general market, political, economic,
and business conditions.
These forward-looking statements are based on current
expectations and are subject to uncertainties and changes in
condition, significance, value, and effect as well as other risks
and uncertainties detailed in documents filed with the Securities
and Exchange Commission, including our most recent report on Form
10-K, recent reports on Form 10-Q, and current reports on Form 8-K
which Marin Software may file from time to time, all of which are
available free of charge at the SEC's website at www.sec.gov. Any
of these risks could cause actual results to differ materially from
expectations set forth in the forward-looking statements. All
forward-looking statements in this press release reflect Marin
Software's expectations as of October 17,
2018. Marin Software assumes no obligation to, and expressly
disclaims any obligation to update, any such forward-looking
statements after the date of this release.
View original content to download
multimedia:http://www.prnewswire.com/news-releases/marin-software-research-shows-search-spend-growing-and-instagram-thriving-in-q3-2018-300732539.html
SOURCE Marin Software