2018年Q2社交媒体付费广告趋势报告（英文）

iProspect.com COPYRIGHT 2018 © iPROSPECT, INC. ALL RIGHTS RESERVED. Paid Social TrendsiPROSPECT QUARTERLY REPORT | 2018 Q2By Drew Stoga, Associate Director, Paid Social; Maddie Davis, Director, Social Media; Elise Ryan, Associate Director, Social Media; and Edited by Brittany Richter, VP, Head of Social Media2iProspect Quarterly Report Paid Social Trends | 2018 Q2© 2018 IPROSPECT. ALL RIGHTS RESERVED.Reviewing Overarching Q2 2018 TrendsIn Q2 2018, social platforms made 72 noteworthy updates encompassing both ad product advancements and new capabilities. Most importantly, due to recent data breaches and the EU’s implementation of new and stricter data protection regulations (GDPR), platforms have made and continue to make changes to their privacy regula-tions to better protect their users. While these changes to user privacy require tactical adjustments to our campaign strategy, iProspect believes that positive performance results will prevail. These more stringent privacy protocols are a step toward renewing user trust in each social platforms use of data.As social investment continues to show significant year-over-year (YoY) growth within the overall marketing mix, iProspect works closely with all platforms to ensure that re-turn on ad spend (ROAS) and other efficiency metrics are increasing at a comparable or higher rate than the spend level. Because social is an ever-changing channel, our clients’ success is largely dependent upon our ability to effectively drive and manage the constant evolution of a strategic framework and measurement approach that is inclusive of all channels and aspects of the consumer journey.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. SPENDOverall, iProspect’s paid social clients’ total Q2 2018 social spend was up 40% YoY and up 21% quarter over quarter (QoQ). The uptick was expected, given the common decrease in spend after Q4, but is also a promising indicator that we’ll see an even larger increase in investment going into the second half of 2018. Spend allocation on 3iProspect Quarterly Report Paid Social Trends | 2018 Q2© 2018 IPROSPECT. ALL RIGHTS RESERVED.social channels has and, we expect, will continue to trend upward as clients are able to validate social as a full-funnel solution while platforms simultaneously advance their products, offering, and measurement capabilities to better drive performance.Pinterest spend is up 17% YoY and down 11% QoQ. The QoQ decrease is relatively typical given the fact that retail and travel clients focus their Pinterest spend during the latter half of the year to reach users who are in the discovery phase during this crit-ical period. iProspect has consistently seen YoY growth for the pa