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esome social advertising price index Q1|2018

esome advertising publishes the social media price index for the first quarter of 2018. The index represents price developments of the previous quarters and operates as benchmark based on advertising campaigns implemented by esome. The Q1/2018 index addresses price developments on each platform as well as advertising activities in the health and fitness industry that benefited from New Year’s resolutions. It serves advertisers as a guide to future campaigns on the interactive platforms.

With the turn of the year, most advertisers are calming down - the Christmas season is over, all marketing budgets have been spent and it's time to plan the new advertising year. This recurring phenomenon in social advertising could be observed in the first quarter of 2018, again. Nonetheless, social advertising continues to gain in importance: although advertising spend fell in comparison to the last quarter, the direct comparison of the first quarters of 2017 and 2018 shows significant increases in advertising expenditure.

While many advertisers are still preparing for the most active time of the year, the health and fitness industry has already peaked in terms of their promotional activities. Especially around the turn of the year advertisers from this industry were very active and tried to use the good intentions of the users for themselves - with success.

On the platform side, Instagram was the biggest winner of the first quarter: Here, advertising expenses fell the least with 12% com esome advertising publishes the social media price index for the first quarter of 2018. The index represents price developments of the previous quarters and operates as benchmark due to advertising campaigns implemented by esome. The Q1/2018 index addresses price developments on each platform as well as advertising activities in the health and fitness industry that benefited from New Year’s resolutions. It serves advertisers as a guide to future campaigns on the interactive platforms.

With the turn of the year, most advertisers are calming down - the Christmas season is over, all marketing budgets have been spent and it's time to plan the new advertising year. This recurring phenomenon in social advertising could be observed in the first quarter of 2018, again. Nonetheless, social advertising continues to gain in importance: although advertising spend fell in comparison to the last quarter, the direct comparison of the first quarters of 2017 and 2018 shows significant increases in advertising expenditure.

While many advertisers are still preparing for the most active time of the year, the health and fitness industry has already peaked in terms of their promotional activities. Especially around the turn of the year advertisers from this industry were very active and tried to use the good intentions of the users for themselves - with success.

On the platform side, Instagram was the biggest winner of the first quarter: Here, advertising expenses fell the least with 12% compared to Q4/2017 and advertisers even spent 157% more than in Q1/2017. At the same time, the cost of media buying in Q1/2018 was the lowest since the beginning of 2017. Instagram seems to get more and more important in the advertiser's platform mix.

Facebook still enjoys great popularity amongst advertisers. Due to the strong competition for advertising inventories, however, it got more expensive to generate reach on Facebook. For this purpose, advertisers should rather switch to the Facebook audience network. The CPM reached its lowest level since Q1 / 2017 here in the first quarter of 2018, making it ideally suited to generate low priced but high reach.

Twitter suffers from unstable developments in the German advertising market. Structurally, however, Twitter seems to have recovered [1] and bookings are expected to increase on this platform for the FIFA Soccer World Cup, as Twitter is perfectly suited for public live events. Also Snapchat can hope for more bookings for the World Cup, as they have prepared exciting special ad formats for the spectacle. How the Soccer World Cup will influence advertisers’ activity on the social networks, will be examined in the price index for the ongoing quarter.

[1] http://www.handelsblatt.com/un...

 To download it klick here and for the interactive price index click here.

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