Social advertising spend has grown by 50 per cent year on year during the last quarter of 2015, driven by a combination of new ad types on Facebook, changes in bidding strategies and the wider availability of Instagram advertising.
"The many changes during the year in social ad types, how they are bought and how customers engage with them have all had an impact on spend and performance in the busy last quarter," said Rob Coyne, managing director for EMEA at Kenshoo. "They have helped to make social clicks more valuable and disrupted previous trends in both CPC and CTR, with the greater competition among retailers during the holiday shopping season likely to have exacerbated the effects."
According to the latest global data from Kenshoo, search advertising grew only eight per cent in comparison, largely due to seasonal product listing ads placed by retailers during their busy period. This form of search ad made up 26 per cent of all search impressions, compared to eight per cent last year.
Mobile continues to be the biggest driver of growth in both social and search, with nearly all the annual spending increase in paid search accounted for by gains made in mobile. You can find this information, plus much more, in the infographic below.