Advanced Strategy and New Platform Features Drive Performance
2017 saw a lot of changes in the paid social landscape. Learn more about exactly what is changing and how it might affect your marketing in iProspect’s Quarterly Paid Social Trends Report for Q4 2017.
Insights from the Q4 2017 report include:
Strategic use of features drives performance. Drivers included: the Facebook pixel, optimization toward site engagement or reach, Facebook Dynamic Broad Audiences (DABA), and planned content designed for the feed.
Spend is up. Total Q4 social spend was up 72% quarter over quarter (QoQ) and 86% year over year (YoY).
Advancements drive spend. Even accounting for additional spend from new iProspect clients, we still see an average Q4 QoQ increase of 42%, driven by increased holiday spend and advancements in the paid social space.
Spend varies by platform. Q4 spend on Facebook and Pinterest was up YoY, but down on Twitter and Snap.
Costs and performance both on the rise. CPM rose (up 34% QoQ and 32% YoY), but was offset by improved performance.
More than 400 updates support paid social business value. From exclusive content to new features to new ad placements, the major platforms introduced updates that spanned all phases of the consumer journey.
Facebook delivers incredibly strong conversion. Facebook conversion was 9.1%, up from 4.71% in Q3, and from 8.4% in Q4 of 2016.
New prospecting capabilities further drive performance. Facebook’s Dynamic Broad Audiences (DABA) drove new site visitors, fueling cross-channel retargeting efforts and delivering incredibly strong ROAS.
Download the Full Report for more details about what's going on in the paid social landscape.