Nanigans Q Facebook Global Advertising Trends

Transcription

1 FEBRUARY 2014 Nanigans Q Facebook Global Advertising Trends Biggest Quarter Ever for Paid Facebook Advertising in Q FOR PERFORMANCE MARKETING AT SCALE

2 NANIGANS Q FACEBOOK GLOBAL ADVERTISING TRENDS The final quarter of 2013 was the largest spending period in Facebook advertising history, according to the latest data from Nanigans clients. Fueled by a record December for online shopping as well as an influx of new mobile device owners, advertisers found their Facebook marketing delivered more revenue-per-click quarter over quarter (QOQ) and year-over-year (YOY) on desktop and mobile despite higher costs. Key Findings for Q A double digit YOY increase in Facebook advertising spend An increase in revenue per click by 27% YOY while cost-per-clicks decreased by 7% 45% of Nanigans Q ad spend was from mobile, up from 12% in Q Canada (136%) and U.S. (125%) had the largest YOY growth in Facebook advertising spend by geographic region Females earned the most revenue per click ($.50 higher than males) and attracted the most ad dollars (65%) Advertisers allocated 84% of their Facebook ad spend to users ages 25+

3 GLOBAL FACEBOOK ADVERTISING BENCHMARKS FOR Q Facebook advertising spend increased 28% (QOQ) and 96% (YOY) Our data revealed that Facebook marketers spent more on Facebook advertising in Q4 than any other quarter on record, with a 28% quarter-over-quarter (QOQ) and 96% (YOY) increase in spend. While we expect a QOQ spike from Q3 and Q4 from seasonality, it s exciting to see the double digit YOY increase in advertising spend. This shows that advertisers are increasingly shifting their advertising spend to Facebook and there s still a sizeable opportunity for marketers to boost returns from one of the fastest growing digital advertising mediums. Figure 1: Facebook Ad Spend, Q Q4 2013

4 Click-through-rates (CTR) increased by 23% (QOQ) and 258% (YOY) The increase in YOY CTRs shows that marketers are generating strong returns, indicating that marketers are seeing high engagement on Facebook. Marketers have shifted their focus to the News Feed and are constantly iterating their ad creative to feature compelling imagery and messaging to attract their ideal audiences. Higher CTR s may also reflect Facebook s recent steps to streamline its ad formats and improve relevancy for consumers. Figure 2: Facebook Ad CTR Q Q4 2013

5 Cost-per-impression (CPM) rates were up 42% (QOQ) and 234% (YOY) The 3.3X increase in CPMs YOY shows the spike in demand, which is most likely due to heightened demand for inventory as brands and agencies rush to meet their seasonal objectives. An interesting trend we noted is a spike in costs the last month of every quarter (on average an increase of 30% from the first to last month of the quarter) as advertisers rush to meet their quarterly volume goals. Figure 3: Facebook Ad CPM Q Q4 2013

6 Cost-per-click (CPC) rates were up 15% (QOQ) and down 7% (YOY) Marketers continue to focus on CPC as a Key Performance Indicator (KPI). The increase in demand QOQ is most likely due to seasonality but the 7% YOY decline indicates that Facebook marketers have become more sophisticated with Facebook s targeting options and are increasingly only paying what each ad is worth based on their business objectives. Figure 4: Facebook Ad CPC Q Q4 2013

7 Revenue-per-click (RPC) was up 62% (QOQ) and 27% (YOY) Despite higher average CPCs and CPMs, the RPC for Facebook advertisers has remained positive meaning that advertisers can expect to realize greater value in sales revenue than the cost of their Facebook advertising investment. Advertisers are increasingly shifting their budgets to Facebook as it is the place for proven reach and ROI. Figure 5: Facebook Ad RPC Q Q4 2013

8 MOBILE Advertising spend on Facebook mobile surged 38% (QOQ) and accounted for 45% of Nanigans Q ad spend. In 2013, the surge in mobile adoption helped to grow Facebook s mobile user base, creating new opportunities for marketers. With 945 million daily active mobile users, advertisers are embracing it as a critical engagement point with their base. Mobile ad spending is hitting new heights 45% of Nanigans Q4 ad spend was from mobile in Q4 2013, this is up from 12% in Q Facebook reported in Q that 53% of its advertising revenue came from mobile. Figure 6: Facebook Advertising Budget Allocated to Mobile vs. Desktop

9 Facebook mobile CPM rates increased 27% QOQ and 21% YOY indicating a healthy demand for mobile ads. Desktop News Feed ad CPM rates increased 8% QOQ and 6X YOY as advertisers shifted spend to News Feed from RHS starting in 2Q of Figure 7: Facebook Mobile vs. Desktop News Feed CPM, Q Q Facebook mobile ad CPC rates surged 27% QOQ and 46% YOY. Desktop News Feed ad CPC rates increased 20% QOQ and 111% YOY. Figure 8: Facebook Mobile vs. Desktop News Feed CPC, Q Q4 2013

10 The average Facebook Mobile ad RPC increased by 57% QOQ and 15X YOY. Facebook desktop News Feed ad RPC increased by 25% QOQ and 217% (YOY). This shows that Facebook is the place for advertisers to drive return-on-investment on mobile and desktop. Figure 9: Facebook Mobile vs. Desktop News Feed, RPC Q Q4 2013

11 FACEBOOK ADVERTISING TRENDS BY GEOGRAPHIC REGION Canada had the biggest YOY growth in Facebook ad spend at 136% followed closely by the U.S. at 125%. Australian ad spend increased by 51% followed closely by Great Britain which grew by 50%. Here s an additional breakdown of CTR, CPM, CPC by geographic region. Facebook advertsing CTR, by region AU - CTRs up 10% (QOQ) and 545% (YOY) CA - CTRs up 56%(QOQ) and 704% (YOY) GB - CTRs up 5% (QOQ) and 149% (YOY) Top EU - CTRs up 48% (QOQ) and 266% (YOY) US - CTRs up 11% (QOQ) and 221% (YOY) Figure 10: Facebook Ad CTR Q4 YOY, by Region

12 Facebook advertsing CPM rates, by region AU - CPMs up 47% (QOQ) and 262% (YOY) CA - CPMs up 61% (QOQ) and 310% (YOY) GB - CPMs up 27% (QOQ) and 197% (YOY) Top EU - CPMs up 84% (QOQ) and 200% (YOY) US - CPMs up 24% (QOQ) and 220% (YOY) Figure 11: Facebook Ad CPM Rates Q4 YOY, by Region

13 Facebook advertsing CPC rates, by region AU - CPCs up 34% (QOQ) and down 44% (YOY) CA - CPCs up 4% (QOQ) and down 49% (YOY) GB - CPCs up 21% (QOQ) and 19% (YOY) Top EU - CPCs up 25% (QOQ) and down 18% (YOY) US - CPCs up 12% (QOQ) and 0% (YOY) Figure 12: Facebook Ad CPC rates YOY, by Region

14 FACEBOOK ADVERTISING TRENDS, BY DEMOGRAPHICS When examining KPI s at the audience level, we found that on average females cost $.13 more than males but delivered a $.50 higher RPC. Figure 13: Facebook Ad RPC and CPC, Q Q4 2013, by Gender Advertisers recognized the value of the Facebook female audience and on average, allocated 65% of their budget to females and 35% to males. Figure 14: Facebook Ad Budget Allocation Q Q4 2013, by Gender

15 When examining KPIs by age group, our revenue-per-click data suggests that the teen demographic, 18-24, is the worst monetizing demographic and 45-54, is the best performing age group. Figure 15: Facebook Ad RPC and CPC, Q Q4 2013, by Age We found a similar trend when we mapped marketer s Facebook ad budget allocation by Age Range. We extrapolated ad spend for traditional age ranges (18-24, 25-34, 35-44, and 55-64) and found that 84% of ad spend is allocated to ages 25+. Figure 16: Facebook Ad Budget Allocation Q Q4 2013, by Age

16 KEY TAKEAWAYS Our Q4 results demonstrate that Nanigans product innovations (Goals & Rules, Dynamic Creative Performance Analysis, Dynamic Custom Audiences, Cost to Bid, etc.) combined with advancements in Facebook s ad formats, ad placement, audience targeting and mobile have created new opportunities for advertisers to drive ROI. From creative and targeting to optimization and analytics, we are continuously innovating with the goal of enhancing performance for advertisers was undoubtedly an exciting year but 2014 will be the one to remember. As we head into 2014, Nanigans will continue to focus on increasing Facebook advertising efficiency with creative, targeting, and optimization, and growing our investment in mobile and video. Our lifetime value based prediction, measurement and optimization platform assures advertisers that they are maximizing all of the investments they can be making today that will pay off the biggest in compounding future lifetime value. To analyze quarterly data in its historical context, an aggregate data set was built from the advertisers and partners who have been active on the Nanigans Ad Engine platform during the previous 12 months. Nanigans clients include 200 of the worlds leading performance marketing in retail, travel, gaming and more.

17 60 STATE STREET 12TH FLOOR BOSTON, MA Nanigans offers the only SaaS platform that optimizes to Predictive Lifetime Value. Our technology empowers over 250 performance marketers to find, acquire and retarget their most profitable customers at scale across social and mobile. With over $350 million running through our platform annualized, Nanigans provides in-house marketers a significant cost savings due a publisher-direct relationship model. Backed by Avalon Ventures with over 140 employees, Nanigans has offices in Boston, New York, San Francisco, London, Sydney, and Singapore.