Marin：2016年Q2网络广告各指标调查The Q2 2016 Performance marketers benchmark report.pptxVIP

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Marin：2016年Q2网络广告各指标调查The Q2 2016 Performance marketers benchmark report.pptx

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Marin：2016年Q2网络广告各指标调查The Q2 2016 Performance marketers benchmark report

INSIGHTSERIESThe Q2 2016 Performance Marketer’s Benchmark ReportVital Search, Social, and Display Performance Data by DeviceIntroductionThe first quarter of the year saw a return to normalcy after the Q4 2015 shopping season. Indeed, Q1 2016 was a chance to reset and readjust for the new year.We looked at the Marin Global Online Advertising Index to see how the first quarter of 2016 shaped up for advertisers and to understand device and platform performance.MethodologyWe sampled the Marin Global Online Advertising Index, which looks at over$7.8 billion worth of spend in the Marin platform. The Index primarily consists of enterprise-class marketers – larger advertisers and agencies that spend in excess of $1 million annually on paid-search, display, social, and mobile. As such, our data sample and findings skew towards the behavior of larger organizations and more sophisticated advertisers.We kept the study longitudinal by focusing on a representative set of global adver- tisers who’ve been active on Marin for the previous five quarters, and measuring key performance indicators (KPIs) on a year over year (YoY) and quarter over quarter (QoQ) basis. This could result in slight variations in prior quarter data that we’ve reported previously, but will make the analysis and findings more represen- tative as we move forward.FindingsThe past quarter has proven to be “more of the same” for marketers everywhere. The direction of consumer and advertiser trends has largely stabilized over the past few quarters. Mobile device share increased across the board, but was mostly centered on smartphone at the expense of desktop and tablet. eMarketer predicts that digital ad revenue for Google, the largest publisher, will be half mobile this year.1 Digital advertising budgets continue to grow at a steady pace, increasing 17% last year, with mobile ad spend growing over 50% during 2015.2 For 2016, budgets are predicted to rise around 16%./Article/Googles-Gains-Slow-Big-Mobile-Growth-Co