Q2 15 Kinetic Social trends Report

Q2 2015 SOCIAL TRENDS REPORT

WWW.KINETICSOCIAL.COM

www.kineticsocial.com [email protected]

Overview

This quarterly report references campaign data pulled from the Kinetic Social Platform and tells the story we’re seeing across all of the advertisers we work with. For more information about this data, please see the final page of this report.

Q2 Topline Summary

FACEBOOK

TWITTER

PINTEREST

| Mobile click-through rate is up 22% YOY, pointing to Facebook’s continued development of mobile-optimized ad units such as Carousel Ads.

| Video continues to grow, accounting for almost 30% of advertiser spend on Facebook, while also generating the lowest effective cost per click for any ad type this quarter ($0.20).

| The Retail vertical saw CTR improve for the third quarter in a row, with an average CTR of 2.1% in Q2. This should continue to rise in Q3 as Facebook continues to develop its Dynamic Product Ads offering.

| We saw a universal drop across effective cost per thousand (eCPM), click (eCPC) and engagement (eCPE) on Twitter for Q2. As Twitter continues to improve its content discovery capabilities and make video a focus area, we expect this trend to continue into Q3.

| The Retail vertical had the lowest eCPE ($0.16) out of any vertical for the 5th straight quarter. This is in line with Twitter’s emphasis on direct response and recent acquisition of TellApart, a leader in e-commerce marketing intelligence.

| Pinterest officially announced its ads API in Q2, including Kinetic Social as an official Pinterest Marketing Developer Partner for Ads.

| We are already seeing strong performance for advertisers in this new program and look forward to working with new ad solutions including the newly released cost per engagement (CPE) and cost per action (CPA) bid types.

Q2 2015 SOCIAL TRENDS REPORTFACEBOOK CAMPAIGNS


Facebook continues to be an effective platform at generating high CTR.

Facebook eCPC has stayed consistent for the past five quarters, letting advertisers know what they can expect to spend for clicks on the platform.

Facebook eCPM has been consistent over the last three quarters, dipping slightly this quarter as we

move away from the more expensive holiday months.

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

2014 Q2

2014 Q2

2014 Q2

2014 Q3

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q1

2015 Q2

2015 Q2

2015 Q2

FACEBOOK CTR

FACEBOOK eCPC

FACEBOOK eCPM

+309%

+289%

-5%

YEAR-OVER-YEAR

YEAR-OVER-YEAR

YEAR-OVER-YEAR

Social Trends Report - Facebook

OVERVIEW OF KINETIC RUN CAMPAIGNS

$0.00

$2.00

$1.00

$3.00

$4.00

$0.00

0.0%

$0.20

$0.30

$0.40

$0.10

$5.00

0.30%

$0.29 $0.27

$3.59

$0.92

1.30%

2.0%

1.6%

1.2%

0.8%

0.4%

*


CLICK THROUGH RATES

2014 Q2

2014 Q2

0.0%

0.0%

3.0%

2.0%

5.0%

1.0%

4.0%

6.0%

1.0%

2.0%

3.0%

4.0%

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q2

2015 Q2

Video

Photo

Link

CPG

Financial Services

Education

Page Ad

Other

Retail

Travel

CTR is highest for Video ads, which had an average CTR of 1.9% in Q2.

In Q2, CTR was highest for the Travel (2.2%) and Retail (2.1%) advertiser verticals.

FACEBOOK CTR BY AD TYPE

FACEBOOK CTR BY VERTICAL



EFFECTIVE COST PER CLICK


2014 Q2

2014 Q2

$0.00

$0.00

$0.20

$0.20

$0.40

$0.40

$0.60

$0.60

$0.80

$0.70

$0.70

$0.90

$0.50

$0.50

$0.30

$0.30

$0.10

$0.10

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q2

2015 Q2

Video

Photo

CPG

Financial Services

Education

Link

Page Ad

Retail

Travel

eCPC is lowest for Video ads, which had an average eCPC of $0.20 in Q2.

In Q2, eCPC was lowest for the CPG ($0.22) and Travel ($0.25) verticals.

FACEBOOK eCPC BY AD TYPE

FACEBOOK eCPC BY VERTICAL


2014 Q1

20%

0%

40%

60%

80%

100%

2014 Q2 2014 Q3 2014 Q4 2015 Q2

Video

Photo

Link

Page Ad


SPEND BY AD TYPE

COMPOSITION OF FACEBOOK SPEND BY AD TYPE

Video continues to command large amounts of ad spend on Facebook, making up 27% of overall Q2 spend on the platform.

Q2 2015 SOCIAL TRENDS REPORTTWITTER CAMPAIGNS


Social Trends Report - Twitter

OVERVIEW OF KINETIC RUN CAMPAIGNS

Twitter eCPE decreased 27% year-over-year and 15% compared to last quarter.

Twitter eCPC shows similar seasonal patterns as eCPE.

Twitter eCPM has gone down as the platform matures as an advertising platform,

generating more value for advertisers.

2014 Q2

2014 Q2

2014 Q2$0.00

$0.00

$0.00

$0.20

$0.20

$0.40

$0.40

$0.56

$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 Q3

2014 Q3

2014 Q3

2014 Q4

2014 Q4

2014 Q4

2015 Q1

2015 Q1

2015 Q1

2015 Q2

2015 Q2

2015 Q2

TWITTER eCPE

TWITTER eCPC

TWITTER eCPM

-27%

-59%

-27%

YEAR-OVER-YEAR

YEAR-OVER-YEAR

YEAR-OVER-YEAR

$0.39

$0.29

$0.30

$0.41

$14.35

$5.89


2014 Q2 2014 Q3 2014 Q4 2015 Q1 2015 Q2

Promoted Tweets

Promoted Accounts

COMPOSITION OF TWITTER SPEND BY PLACEMENT TYPE

Promoted Tweets continue to be the most popular product on Twitter, making up 90% of spend in Q2, although Promoted Accounts are becoming more popular.

Social Trends Report - Twitter

40%

20%

60%

0%

80%

100%

$0.00

$0.40

$0.20

$0.60

$1.00

$0.80

2014 Q2 2014 Q3 2014 Q4 2015 Q22015 Q1

CPG

Financial Services

Retail

Travel

In Q2, eCPE was lowest for the CPG and Retail verticals, which continues the trend we have seen for the past five quarters (with the lone exception of Q1 2015).

TWITTER eCPE BY VERTICAL

Q2 2015 SOCIAL TRENDS REPORTPINTEREST CAMPAIGNS


Pinterest officially launched its ads API in Q2

and Kinetic Social was proud to be there, as an

official Pinterest Marketing Developer Partner

for Ads.

Teva, the sandal and casual footwear brand, and their social

agency, Heat worked with Kinetic on a Pinterest campaign aimed at

connecting with consumers gearing up for the big music festivals.

Kinetic was tasked with driving brand awareness and sales, through

a targeted campaign that drove offsite sales from Pinterest.

Kinetic’s team employed an always-on strategy that leveraged a

series of Promoted Pins featuring Teva’s sandals modeled by young

people attending music festivals such as Coachella and Bonnaroo.

Targeting on Pinterest helped the brand to connect with a uniquely

curated subsection of music festival goers.

This Q2 campaign helped Teva connect with music festival loving

consumers as they planned and made purchases to complete their

festival outfits.

Social Trends Report - Pinterest

Simple, classic, and comfortable.Teva Original Sandals are theperfect match for all your musicfestival outfits.

Pinterest Kicks off its Ads API and Teva is there

Kinetic’s social marketing platform and team of experts help brands create welcome, engaging and empowering experiences for consumers. Through every level of service, we design and manage campaigns across social channels and the 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. We are a Facebook Marketing Partner, a Twitter Official Partner and a Pinterest Marketing Developer Partner. More at www.kineticsocial.com

The data in this report reflects all of the campaigns that ran through Kinetic Social’s proprietary social marketing platform, serving over 2.5 Billion impressions in Q2 2015. This report includes ad spend on Facebook, Twitter and Pinterest, 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 a mix of awareness, engagement and direct response campaign 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, Twitter or Pinterest landscape.

KINETIC IS A PROUD PARTNER

ABOUT KINETIC SOCIAL

WWW.KINETICSOCIAL.COM

ABOUT THIS REPORT

http://www.kineticsocial.com

Q2 15 Kinetic Social trends Report

Business

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