SAN FRANCISCO, April 23, 2019 /PRNewswire/ -- Marin
Software, a leading provider of digital marketing software for
performance-driven advertisers and agencies, today released
research findings from its global Q1 2019 Digital Advertising
Benchmark Report. Marin Software's research confirms that
Instagram continues to grow its share of Facebook spend, while
newer ad formats like responsive search ads (RSAs) dominate as
advertisers seek growth across channels and devices.
Marin Software presents its full Q1 2019 research and takeaways
in an interactive format that allows viewers to analyze ad spending
trends by region, industry, and publisher. Key findings
include:
- Responsive Search Ads Rise in Popularity: 24% of
advertisers are running RSAs, a dynamic, automated search ad format
Google introduced less than a year ago that puts machine learning
capabilities into the hands of every advertiser.
- Search CPCs Softening: There was a 6% decrease in CPCs
YoY across all verticals worldwide, as inventory became less
expensive outside of peak holiday season and lower-cost mobile
formats consume a larger piece of the pie.
- Facebook Spend Evolving: Messenger had the highest CPC
of all Facebook-owned inventory—including Facebook, Audience
Network, and Instagram. Meanwhile, an overall year-over-year CPM
decrease of 14% across all Facebook properties signifies Instagram
Stories diversifying the number of Facebook placements and
Instagram's growing popularity among advertisers. Instagram Ads now
command 20% of total Facebook spend share with 34% of those ads
being Stories.
- Shopping Ads Continue to Dominate: 22% of advertisers
are running Google Shopping Ads, with the format capturing 39% of
search budgets.
- Mobile Remains King: Mobile accounted for 43% of spend
share across all verticals, highlighting the growing importance of
mobile search. This data also further supports the fact that search
engines like Google favor mobile-friendly websites in search
results.
"Up-and-coming ad formats like Shopping Ads, Responsive Search
Ads, and Messenger Ads rose in popularity this quarter as
advertisers looked for ways to capture consumer attention in this
evolving digital landscape," said Wesley
MacLaggan, SVP of Marketing at Marin Software. "The lines
across search, social, and eCommerce are more blurred than ever
with the recent introduction of features like Checkout for
Instagram or shoppable ads on Google Images. We look forward to
tracking how these changes impact the industry in quarters to come
and guiding current and future clients through the ever-evolving
landscape of digital advertising."
To create its Q1 2019 Digital Advertising Benchmark Report,
Marin Software aggregated data from customers who invest billions
of dollars in combined annualized ad spend on paid search, social,
mobile, and eCommerce. Marin Software only includes those
advertisers active on its platform for the past five quarters,
measuring key performance indicators on a year-over-year and
quarter-over-quarter basis, and removing any outliers with
significant YoY or QoQ changes.
Forward-Looking Statements
This press release contains
forward-looking statements that involve risks and uncertainties,
including, among other things, statements regarding Marin's
business, research, and product capabilities. These forward-looking
statements are only predictions and may differ materially from
actual results due to a variety of factors including, but not
limited to, our ability to grow sales and marketing capabilities,
retain and attract personnel, develop and release new features,
increasing competition in our market, fluctuations in our operating
results and inability to forecast financial metrics, and other
general market, political, economic, and business conditions. These
forward-looking statements are based on current expectations and
are subject to uncertainties and changes in condition,
significance, value, and effect as well as other risks and
uncertainties detailed in documents filed with the Securities and
Exchange Commission, including our most recent report on Form 10-K,
recent reports on Form 10-Q, and current reports on Form 8-K which
Marin Software may file from time to time, all of which are
available free of charge at the SEC's website at www.sec.gov. Any
of these risks could cause actual results to differ materially from
expectations set forth in the forward-looking statements. All
forward-looking statements in this press release reflect Marin
Software's expectations as of April 23,
2019. Marin Software assumes no obligation to, and expressly
disclaims any obligation to update, any such forward-looking
statements after the date of this release.
About Marin Software
Marin Software Incorporated's
(NASDAQ: MRIN) mission is to give advertisers the power to
drive higher efficiency and transparency in their paid marketing
programs that run on the world's largest publishers. Marin Software
offers a unified SaaS ad management platform for search, social,
and eCommerce advertising. We help digital marketers convert
precise audiences, improve financial performance, and make better
decisions. Headquartered in San
Francisco with offices worldwide, Marin Software's
technology powers marketing campaigns around the globe. For more
information about Marin Software, please
visit www.marinsoftware.com.
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SOURCE Marin Software