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Overview
When we talk about data, we dont just want to give you
a slew of big numbers. Data should tell a story that you
can leverage to empower informed, strategic decisionmaking.
In order to quantify and forecast trends on Facebook
and Twitter, we are constantly evaluating and measuring
previous campaign performance against current and
future strategies to facilitate the most effective results.
Ultimately, there is no surefire method for your social
win. But there is a quantifiable way to humanize the
data to lead you on the path to connecting you with your
audience. This is a step on that path.
Q1 Topline Summary
FACEBOOK
|| CTR for Facebook campaigns in the Travel category is
up 98% over last quarter.
|| Across all video ads, the CTR rate on Facebook is
up 57% over last quarter and as a result, 31% of
Facebook budgets have shifted to video due to
higher performance.
|| Facebook ad spend continues to shift to mobile,
making up 57% of all budgets.
TWITTER
|| As Twitters advertising model scales, effective ad
prices have gone down, making it an increasingly costeffective offering for buyers using optimization tools.
|| While Twitter is primarily a mobile platform,
advertisers have not yet fully embraced mobile
delivery, as it still makes up only 25% of ad spend.
|| To get even more bang for their buck, advertisers
should focus more budgets on mobile as those CPEs
on Twitter are consistently lower than desktop.
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+266%
YEAR OVER YEAR
1.51%
1.6%
1.2%
0.8%
0.41%
0.4%
0.0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
FACEBOOK eCPC
-17%
$0.40
$0.32
$0.20
$0.10
$0.27
$0.30
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
FACEBOOK eCPM
+490%
YEAR OVER YEAR
2015 Q1
$4.03
$4.00
$3.00
$2.00
$1.00
$0.68
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to
increasing demand. However Kinetics optimization tools and strategies are designed to decrease wasted spend,
resulting in the effective cost per goal trends seen in this report.
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Photo
Link
Video
80%
External URL Ad
Other
60%
40%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
Desktop
Mobile
Desktop & Mobile
80%
60%
40%
20%
0%
2014 Q1
2014 Q2
www.kineticsocial.com
2014 Q3
2014 Q4
2015 Q1
hello@kineticsocial.com
3.0%
2.0%
Photo
Video
Link
External URL Ad
1.0%
quarter.
0.0%
2014 Q2
2014 Q1
2014 Q3
2014 Q4
2015 Q1
3.0%
Desktop
2.0%
Mobile
1.0%
0.0%
2014 Q2
2014 Q1
2014 Q3
2014 Q4
2015 Q1
4.0%
3.0%
2.0%
CPG
Retail
Financial Services/
Insurance
Travel
Education
Other
1.0%
2014 Q1
2014 Q2
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2014 Q3
2014 Q4
2014 Q1
hello@kineticsocial.com
+40%
$0.50
$0.40
$0.34
$0.30
$0.24
$0.20
$0.10
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
TWITTER eCPC
+40%
$0.50
$0.36
$0.40
$0.26
$0.30
$0.20
$0.10
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
TWITTER eCPM
-46%
$15.00
$10.00
$5.00
$2.50
$6.87
$7.50
$12.77
$12.50
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
When looking at ad pricing trends, it is important to note: In general advertising costs have gone up, due to
increasing demand. However Kinetics optimization tools and strategies are designed to decrease wasted spend,
resulting in the effective cost per goal trends seen in this report.
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Promoted Tweets
Promoted Tweets appearing in Timelines
Promoted Accounts
80%
40%
20%
0%
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
Desktop
Mobile
Desktop & Mobile
80%
60%
40%
Q1 2015.
20%
0%
2014 Q1
www.kineticsocial.com
2014 Q2
2014 Q3
2014 Q4
2015 Q1
hello@kineticsocial.com
$2.00
Promoted Tweets
Promoted Tweets in Timeline
$1.50
Promoted Accounts
$1.00
$0.50
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
$1.00
Desktop
$0.75
Mobile
$0.50
$0.25
$0.00
2014 Q1
2014 Q2
2014 Q3
2014 Q4
2015 Q1
CPG
Financial Services/Insurance
$0.75
Retail
Travel
$0.50
Other
$0.25
2014 Q2
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2014 Q3
2014 Q4
2015 Q1
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