Kinetic Social Q1 2015 SOCIAL TRENDS REPORT

Q1 2015 SOCIAL TRENDS REPORT

WWW.KINETICSOCIAL.COM

www.kineticsocial.com [email protected]

Overview

When we talk about data, we dont just want to give you a slew of big numbers. Data should tell a story that you can leverage to empower informed, strategic decision-making.

In order to quantify and forecast trends on Facebook and Twitter, we are constantly evaluating and measuring previous campaign performance against current and future strategies to facilitate the most effective results. Ultimately, there is no surefire method for your social win. But there is a quantifiable way to humanize the data to lead you on the path to connecting you with your audience. This is a step on that path.

Q1 Topline SummaryFACEBOOK

TWITTER

| CTR for Facebook campaigns in the Travel category is up 98% over last quarter.

| Across all video ads, the CTR rate on Facebook is up 57% over last quarter and as a result, 31% of Facebook budgets have shifted to video due to higher performance.

| Facebook ad spend continues to shift to mobile, making up 57% of all budgets.

| As Twitters advertising model scales, effective ad prices have gone down, making it an increasingly cost-effective offering for buyers using optimization tools.

| While Twitter is primarily a mobile platform, advertisers have not yet fully embraced mobile delivery, as it still makes up only 25% of ad spend.

| To get even more bang for their buck, advertisers should focus more budgets on mobile as those CPEs on Twitter are consistently lower than desktop.

Q1 2015 SOCIAL TRENDS REPORTFACEBOOK CAMPAIGNS


The average CTR across all Facebook campaigns continues to rise, showing

no signs of slowing down.

Facebook CPC generally follows a seasonal trend, with CPCs being more expensive in the

summer and around the holidays.

Facebook eCPM seems to have leveled off after a meteoric rise over the last year,

showing virtually no change from last quarter.

When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to increasing demand. However Kinetics optimization tools and strategies are designed to decrease wasted spend, resulting in the effective cost per goal trends seen in this report.

2014 Q1

2014 Q1

2014 Q1

2014 Q2

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q1

FACEBOOK CTR

FACEBOOK eCPC

FACEBOOK eCPM

+266%

+490%

-17%

YEAR OVER YEAR

YEAR OVER YEAR

FROM LAST QUARTER

Social Trends Report - Facebook

OVERVIEW OF KINETIC RUN CAMPAIGNS

$0.00

$0.00

0.0%

$2.00

$0.20

1.2%

$1.00

$0.10

0.8%

0.4%

0.41%

$0.32

$0.27

$4.03

$0.68

1.51%

$3.00

$0.30

$0.40

1.6%

$4.00

*


2014 Q1

20%

0%

40%

60%

80%

100%

2014 Q1

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2015 Q1

2015 Q1

Photo

Link

Video

External URL Ad

Other

Desktop

Mobile

Desktop & Mobile


SPEND BY AD TYPE & PLACEMENT

COMPOSITION OF FACEBOOK SPEND BY AD TYPE

COMPOSITION OF FACEBOOK SPEND BY PLACEMENT

More budgets are being pushed to video (31% of total in Q1 2015), and with good reason: they generally show higher performance and greater value.

Similarly, mobile continues to constitute the majority of FB spend, making up 57% of all budgets.

20%

0%

40%

60%

80%

100%


CLICK THROUGH RATES

2014 Q1

2014 Q1

2014 Q1

0.0%

0.0%

0.0%

1.0%

1.0%

2.0%

1.0%

2.0%

3.0%

3.0%

4.0%

2.0%

3.0%

4.0%

5.0%

4.0%

2014 Q2

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2014 Q4

2015 Q1

2014 Q1

2015 Q1

Photo

Link

Desktop

Mobile

CPG

Financial Services/Insurance

Education

Video

External URL Ad

Retail

Travel

Other

CTR is highest for Video, followed by Photos. Video CTR continues to prove its value, up 57% over last quarter.

CTR continues to soar on mobile. This is one of the reasons we see budgets being pushed to mobile.

Travel CTR is up 98% over last quarter. CPG and Retail campaign click through rates are nearly tied for 2nd place.

FACEBOOK CTR BY AD TYPE

FACEBOOK CTR BY VERTICAL

FACEBOOK CTR BY PLACEMENT


Q1 2015 SOCIAL TRENDS REPORTTWITTER CAMPAIGNS


Social Trends Report - Twitter

OVERVIEW OF KINETIC RUN CAMPAIGNS

After a dip in Q4 2014, Twitter eCPEs are again on the rise, up 40% from last quarter.

We have seen similar oscillatory patterns in Twitter CPCs, with a rise

of 40% from last quarter.

Twitter ads have become more cost effective as they have scaled their

advertising model.

2014 Q1

2014 Q1

2014 Q1$0.00

$0.00

$0.00

$0.20

$0.20

$0.40

$0.40

$0.50

$0.50

$10.00

$12.50

$7.50

$5.00

$2.50

$0.10

$0.10

$0.30

$0.30

$15.00

2014 Q2

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q1

TWITTER eCPE

TWITTER eCPC

TWITTER eCPM

+40%

-46%

+40%

FROM LAST QUARTER

YEAR OVER YEAR

FROM LAST QUARTER

$0.24

$0.34

$0.36

$0.26

$12.77

$6.87

When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to increasing demand. However Kinetics optimization tools and strategies are designed to decrease wasted spend, resulting in the effective cost per goal trends seen in this report.

*


2014 Q1

2014 Q1

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2015 Q1

2015 Q1

Promoted Tweets

Promoted Tweets appearing in Timelines

Promoted Accounts

Desktop

Mobile

Desktop & Mobile

SPEND BY PLACEMENT TYPE & PLATFORM

COMPOSITION OF TWITTER SPEND BY PLACEMENT TYPE

COMPOSITION OF TWITTER SPEND BY PLATFORM

Promoted Tweets are by far the most popular product on Twitter, accounting for 88% of all Twitter spend during the first quarter of 2015.

While Twitter is primarily used as a mobile platform, advertisers have not yet fully embraced mobile targeting. Exclusive mobile targeting made up only 25% of all ad spend in Q1 2015.


20%

0%

40%

60%

80%

100%

20%

0%

40%

60%

80%

100%


TWITTER eCPES

$0.00

$0.00

$0.50

$0.25

$0.75

$1.00

$0.00

$0.25

$0.75

$1.25

$0.50

$0.50

$1.00

$1.00

$1.50

$2.00

$2.50

2014 Q1

2014 Q1

2014 Q1

2014 Q2

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q3

2014 Q4 2015 Q1

2015 Q12014 Q4

2014 Q4 2015 Q1

Promoted Tweets

Promoted Tweets in Timeline

Promoted Accounts

Desktop

Mobile

CPG

Financial Services/Insurance

Retail

Travel

Other

eCPE is similar for all placement types and each showed a similar trend when compared to last quarter.

Mobile consistently shows lower CPEs than desktop. Kinetic recommends advertisers continue to shift budget to mobile when advertising on Twitter.

Retail and Travel show the lowest CPEs on Twitter during the first quarter of 2015.

TWITTER eCPE BY PLACEMENT TYPE

TWITTER eCPE BY VERTICAL

TWITTER eCPE BY PLATFORM


The leading social marketing platform, Kinetic helps brands create welcome, engaging and empowering experiences for consumers real people like you and me. Through our strategic partnership, campaign management and platform services, we design and manage campaigns across social, display and the mobile open web. Our powerful, intuitive technology reflects how the modern marketer thinks and works. We combine that proactive innovation with strategic thinking at every step to deliver quality encounters that delight consumers, build brand value and drive sales. Kinetic is based in New York with offices in Toronto, Chicago and San Francisco. More at www.kineticsocial.com

The data in this report reflects all of the campaigns that ran through Kinetic Socials proprietary social marketing platform, serving over 2 Billion impressions for the period Q1 2014 through Q1 2015. This report includes ad spend on Facebook and Twitter, on both desktop and mobile, and for all ad types. We have broken out platform-specific data and indicated the corresponding platform in each chart.

This data report reflects Kinetics clients campaign objectives. As such, the ad spend is a mix of both engagement and direct response initiatives.

The social marketplace rapidly and constantly evolves; thus, this report should be taken strictly as an indicator of current marketplace trends that Kinetic has observed, and not necessarily an indication of future trends. The data in this report represents Kinetic campaigns only and should not be used as an indicator of the entire current or future Facebook or Twitter landscape.

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ABOUT KINETIC SOCIAL

WWW.KINETICSOCIAL.COM

ABOUT THIS REPORT

Kinetic Social Q1 2015 SOCIAL TRENDS REPORT

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