Paid Social Trends 2018 Q2

Strong performance bolsters spend across all platforms

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Paid social continues to prove its worth in the second quarter of 2018. Overall, spend is up and efficiency continues to improve with the latest batch of platform updates, including the substantial changes in privacy and transparency related to the EU’s implementation of GDPR.

Continuing a growth trend, the Q2 numbers for paid social bode well for ongoing improvements in performance as well as an increase in the number of opportunities brands have to expand their paid social footprint. Learn more about the overall trends and platform-by-platform details in iProspect’s Quarterly Paid Social Trends Report for Q2 2018.


Selected insights from the report include:

  • Platforms continue to evolve. Q2 included 72 notable updates plus important, GDPR-related changes to privacy regulations.
  • Paid social spend is up across the board. Overall, spend was up 40% year over year (YoY) and 21% quarter over quarter (QoQ).
  • CPM is up, but performance is strong. CPM increased 47% YoY and 19% QoQ. Campaigns with reach objectives averaged a $4.79 CPM.
  • Video spend still substantial, but static. Video investment made up 53% of total spend across Facebook, Inc. and showed modest increases of 4% YoY and 5% QoQ
  • CPC down YoY, but up QoQ while CTR climbs. Average CPC increased to $.58 (up from $.43 in Q1 2018) but was down 22% YoY from $.74 in Q2 2017. CTR increased 80% YoY.
  • Conversion rate is up. Q2 saw a 7.91% conversion rate, up 6% QoQ and 37% YoY.

Download the Full Report for more details about what's going on in the paid social landscape.

Download "Paid Social Trends 2018 Q2"