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esome publishes Media Market Insights Q1 | 2019

Posted on May 27, 2019

Market and price developments on the social platforms at a glance: The esome Market Insights give social advertisers a comprehensive overview of the last quarter's developments on the social platforms. 

Each quarter esome publishes the Market Insights Q1|2019 bearing on data of social advertising campaigns that have been executed by esome. The Market Insights give an overview over price and market developments of the previous quarter and present the highlights for social advertisers. 

Price development in the first quarter of 2019

In the first quarter of 2019 social media advertising was as inexpensive as it hasn't been for a long time.
Comparing the turbulent fourth quarter of 2018 to the first quarter of this year, we registered a significant decline in advertising budgets on social networks. This development was also reflected in lower inventory prices (CPM), which dropped overall by 41 percent - for videos even by 52 percent. Looking at the price development over the entire past year, the average cost per mile (CPM) fell by 30 percent across all campaign objectives (exception of conversion campaigns).

Story success continues in 2019

Stories established themselves across all industries in the advertising market over the course of the past few months. Already in 2018 the advertising spend for the story placement increased rapidly. The first quarter of 2019 even exceeded the strong Q4|2018 by more than 21 percent. In comparison to the first quarter of the previous year, the advertising spend quadrupled.

Which CTA button generates the most clicks?

When it comes to choose the Call-to-Action button, advertisers have several options to increase the number of clicks on their advertisement - the differences between the buttons are often only in the detail. "Learn more" is by far the most frequently used call-to-action button on social networks. Due to the unspecific request, this generic button is very flexible to use for different advertising objectives. However, a click rate analysis of all link-click-optimized campaigns in the last twelve months regarding the performance of the various buttons, showed that more specific buttons achieved better results than generic ones. Buttons with clear requests to buy (buy now/shop now) or download had better click rates and thus lower costs per click.

Instagram grows within the Facebook universe

Instagram is currently on the fast track and offers many opportunities for advertisers in the upcoming quarters. It took just one year to triple the proportion of advertising spend on Instagram within the Facebook universe. During 2018, the share rose from approximately 10 percent at the beginning of the year to over 30 percent at the end of the fourth quarter. This growth continued in 2019, since the growth rate already increased to 35 percent in the first quarter. Based on the growth in user numbers and the change in consumer behavior from feed to story, the positive trend is expected to continue over the course of 2019.

Potential for full funnel campaigns on Pinterest

Similar to Instagram, Pinterest is becoming more and more relevant for advertisers. The visual focus as well as the possibilities for retargeting and conversion tracking make the platform attractive for full funnel campaigns. This allows advertisers to influence user decisions at an early stage and kick start the path to purchase.

In our next Market Insights we will focus on the increasing relevance of Pinterest and analyse campaign performances on the platform. Besides, we will find out how Easter influenced the activities of advertisers and which Easter surprises appeared on social platforms.

Download our Market Insights Q1|2019 here.

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