2018年Q1付费社交媒体广告报告（英文）

iProspect.com COPYRIGHT 2018 © iPROSPECT, INC. ALL RIGHTS RESERVED. Paid Social TrendsiPROSPECT QUARTERLY REPORT | 2018 Q1By Nadia Samuylina, Assoc. Director, Paid Social; Alex Young, Assoc. Director, Paid Social; Elise Ryan, Assoc. Director, Social Media; and Edited by Brittany Richter, VP, Head of Social Media2iProspect Quarterly Report Paid Social Trends | 2018 Q1© 2018 IPROSPECT. ALL RIGHTS RESERVED.Reviewing Overarching Q1 2018 TrendsThe pace of change in social is quickening. Q1 saw platforms make 120 newsworthy updates, which involved refining their ad products, testing new functionalities, and even—in some cases—pivoting their strategies in response to consumer demand. As marketing budgets continue to flow into social, iProspect is partnering with platforms to ensure that large year-over-year (YoY) increases in spend deliver proportionate increases in return on ad spend (ROAS), despite the steadily increasing cost of inventory. One of the keys to our clients' success in this swiftly evolving environment is developing and maintaining a robust strategic framework that incorporates the entire consumer journey and fuels social activity as well as other channels. With each change, update, or test, iProspect aims to improve one aspect of the social machine in order to deliver measurable effects in the following stages of the consumer journey. As changes keep coming, in Q2 and beyond, it is more important than ever for brands to create a single view of their paid and organic social strategies, an understanding of how they work together at each stage of the consumer journey, and a firm grasp of their influential roles throughout the media ecosystem. The following trends and insights are based on analysis of the data from more than 210 brands managed by iProspect U.S. (though the spend is not confined to U.S. markets). The spend data is representative of Facebook, Instagram, Pinterest, Snap, Twitter, and LinkedIn, while performance data is specific to Facebook and Instagram only.iProspect is partnering with platforms to ensure that large year-over-year (YoY) increases in spend deliver proportionate increases in return on ad spend (ROAS).3iProspect Quarterly Report Paid Social Trends | 2018 Q1© 2018 IPROSPECT. ALL RIGHTS RESERVED.SPENDOverall, iProspect's paid social clients' total Q1 2018 social spend was up 48% YoY and down 46% quarter over quarter (QoQ). It is unsurprising to see a substantial spend decrease coming off the back of Q4, which is consistently the busiest time of year for many brands. With paid social fast becoming a core channel for many successful brands, advertisers are increasingly interested in testing how far social results can be scaled with larger budgets. The results consistently reveal the potential of social plat-forms. We continue to see increases in budgets due to consistently improving perfor-mance as brands make decisions based on their testing roadmaps, and as advertisers realize paid social's