Mobile and shopping ads driving growth in search and social finds Kenshoo study

Kenshoo has revealed data from the first quarter of 2016 that shows the impact that mobile and shopping ads have on social and search advertising.

The announcement:

San Francisco (April 20, 2016) Kenshoo (, the global leader in agile marketing, today released a new infographic, Kenshoo Digital Marketing Snapshot: Q1 2016, highlighting the impact that mobile, shopping and new social ad types had on paid social and search advertising.

Social ad spend increased 8% quarter-over-quarter (QoQ), eclipsing the mark set in the Q4 holiday shopping season, and improved 86%  year-over-year (YoY), driven by the appeal of new ad types like Facebook Dynamic Product Ads and increased inventory through Instagram.

Paid search spend increased 13% YoY, buoyed by increased spend on mobile ads (77% YoY) and product ads (98% YoY). Phones and tablets combined for a majority of clicks in both paid search and social (52% and 71% respectively).

More key findings in the research; overall:

Social impressions increased 14% QoQ and 6% YoY
Social clicks increased 19% QoQ and 54% YoY
Social click-through rate increased 4% QoQ and 45% YoY
Paid search impressions decreased 5% QoQ but increased 31% YoY
Paid search clicks decreased 6% QoQ but increased 36% YoY
Paid search click-through rate decreased 1% QoQ but increased 4% YoY

“Following a fourth quarter which demonstrated the value and performance of product-focused ad types in paid search and social during peak shopping season, marketers continued making good use of specialized ad types in Q1 to keep building momentum,” said Chris Costello, senior director of marketing research for Kenshoo.

“New social ad types, new destinations like Instagram, and the continued growth of mobile allowed advertisers leveraging Kenshoo to effectively balance a growing set of opportunities and drive significant growth in impressions and clicks year-over-year.”

“Mobile devices have become the centerpiece of people’s day-to-day lives, enabling everything from communicating with friends to making purchases and everything in between,” said Casey Wilson, director of digital media, Chacka Marketing.

“Kenshoo’s industry leading offerings allow us to capitalize on new ad types from top publishers, outmaneuver competitors and connect with people at the most critical moments to fit seamlessly into their treasured mobile experience.”

The Kenshoo Infinity Suite leads the way in digital marketing innovation, enabling success for agile marketers by maximizing customer lifetime value.

Built upon Kenshoo’s industry-leading and award-winning digital marketing platform, the Kenshoo Infinity Suite delivers infinite optimization to re-engage and grow customers across all channels and devices.

Visit to download the new infographic,Kenshoo Digital Marketing Snapshot: Q1 2016.

Search and social results are based on five quarters of performance data managed on the Kenshoo platform from over 3,000 advertiser and agency accounts across 20 vertical industries and over 60 countries, spanning Google, Bing, Baidu, Yahoo!, Yahoo! Japan and the Facebook® Audience Network. Some outliers have been excluded.

The resulting sample includes more than 500 billion impressions, 10 billion clicks and $5.5 billion (USD) in advertiser spend. Ad spending and CPC are measured using Ex-FX or “Constant Currency” adjustments, where results are based on native currency, and only translated to common currency after aggregation.

Source: press release


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