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esome Price IndexQ2/2017
About esome advertising
esome advertising is a social media
advertising specialist located in Hamburg,
Düsseldorf and Belgrade. The company
currently employs more than 100 people
and is a certified Facebook and Instagram
Marketing Partner, as well as Twitter Ads
Partner. esome advertising operates in the
field of „paid advertising“ and plans,
executes and optimizes performance and
branding campaigns in social media.
The esome approach is based on
comprehensive know-how and technology
integration, aiming to achieve superior
brand and performance KPIs. The
proprietary esome technology and the
team of experienced social media
advertising experts are the heart of
esome’s work.
About this price index
The data for this price index has been aggregated from more
than 200 clients’ social advertising campaigns in the German
market spanning all major industries. Data has been weighted
depending on the clients’ spend. Data from Q2/2016 serves
as the basis and all subsequent quarters have been
normalized against Q2/2016.
For the calculation of CTR and CPC, only campaigns with the
objective „Clicks to Website“ have been adducted. Video
content has been considered separately.
With this price index, we celebrate five quarters of Twitter API
access and take a look at the complete YoY trend on Twitter.
In the deep dive we investigate on the kinds of campaigns
that advertisers run on Twitter. Moreover, we illustrate the
inflation of prices for social advertising since 2015.
The trends presented consecutively bear on data from social
advertising campaigns that have been executed by esome
advertising.
TwitterSpezial
• Reaching consumers on social networks with
ads has become more and more expensive
over the last years
• CPM has increased by 2.4 times during the last
two years
• The rate of inflation dropped from 2016 to
2017 compared to the inflation rate of
2015/2016
0
50
100
150
200
250
2015 2016 2017
Inflation
Total Year YTD Quarter
+37%
+80%
+29%
+51%
+32%
• Spending rose considerably and nearly
reached the level of Q4/2016
• CPM develops expectedly and rises by 32%
to the maximum value of the considered
period
• CTR sinks by 0.05% due to the CTR trend of
Facebook Audience Network (FAN)
• The development of CTR and CPM cause a
rising CPC
• CPC increases by 40% and reaches the
maximum value of the considered period
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
0,80%
0
20
40
60
80
100
120
140
Q2 Q3 Q4 Q1 Q2
2016 2017
Total
CPM CPLC LCTR
• Investment on Facebook went up by 35
percent form Q1 to Q2/2017
• CPM rose by the same degree and even
exceeds the level of Q4/2016 with it
• CTR rises again to 0.66%
• Still, CPC goes up
0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
0,80%
0
20
40
60
80
100
120
140
Q2 Q3 Q4 Q1 Q2
2016 2017
CPM CPLC LCTR
• Spending on Instagram increases even more
than on Facebook
• Advertisers spent 70 percent more in
Q2/2017 than in the previous quarter
• Due to the fact that Dynamic Ads are now
also available for Instagram, the CTR climbs
up significantly
• The rising CTR causes a drop of the CPC to
the lowest level of the considered period0,00%
0,05%
0,10%
0,15%
0,20%
0,25%
0,30%
0,35%
0,40%
0,45%
0
20
40
60
80
100
120
140
Q2 Q3 Q4 Q1 Q2
2016 2017
CPM CPLC LCTR
• Spending on the Facebook Audience
Network sank for the first time in four
quarters
• Prices and CTR record a similar development
as on Facebook
• CPM and CPC rise
• CTR decreases
• Spending might have decreased due to
constantly rising prices that are caused by
the increasing demand for ad inventory0,00%
0,50%
1,00%
1,50%
2,00%
2,50%
3,00%
0
20
40
60
80
100
120
140
160
180
Q2 Q3 Q4 Q1 Q2
2016 2017
Facebook Audience NetworkCPM CPLC LCTR
• Spending on Twitter rises slightly from Q1
to Q2/2017
• CPM reaches an all-time low at the same
time and so does CPC
• The CTR rises considerably which is caused
by well-prepared content
• It underlines that campaigns perform better
when the content is created in a way that
suits the platform and is relevant to the
target group0,00%
0,10%
0,20%
0,30%
0,40%
0,50%
0,60%
0,70%
0
20
40
60
80
100
120
140
Q2 Q3 Q4 Q1 Q2
2016 2017
CPM CPLC LCTR
• Advertisers mainly run branding or
interaction campaigns on Twitter
• Under the premises of rising prices
throughout the year, data hints at seasonal
peaks in Q2 and Q3
• This assumption is underlined by the fact
that Twitter is rarely used for direct
response campaigns:
Advertisers mainly run performance
campaigns in Q4, so budget will
probably be spent on other platforms
than Twitter and the investment in Q4
will decrease on Twitter
2438 32
17
81
76
180
99
61
104
0
0
0
0
1
0
50
100
150
200
250
Q2 Q3 Q4 Q1 Q2
2016 2017
Twitter Kampagnen
Branding Interaction Transaction
• 10-seocond view rate remains on a similar
level compared to Q1/2017
• Cost per View (both 3-second view and 10-
second view) increases
• Rising CPV is caused by the more expensive
overall ad inventory
0,00%
1,00%
2,00%
3,00%
4,00%
5,00%
6,00%
7,00%
8,00%
9,00%
0
20
40
60
80
100
120
Q2 Q3 Q4 Q1 Q2
2016 2017
Video
CPV CPV 10 VTR 10
Forecast
esome advertising technologies GmbH
Hohe Bleichen 11
20354 Hamburg
www.esome.com | [email protected]
In the upcoming price index we will investigate on
the influence of the summer season on advertisers‘
activity on social networks.
We will analyze whether certain industries are more
active in summer than others and explore whether
users behave differently in the warm and sunny
months. Moreover we will illustrate how the esome
weather targeting can be useful for advertisers.
