SAN FRANCISCO, July 17, 2018 /PRNewswire/ -- Marin
Software, a leading provider of digital marketing software for
performance-driven advertisers and agencies, today released
research findings from its global Q2 2018 Digital Advertising
Benchmark Report. As search spend continues to grow from increased
clicks and CPCs, Marin Software's report identifies eCommerce as
another channel quickly gaining traction thanks to increased spend
on Amazon.
Marin Software presents its full research, results, and
takeaways in an interactive format that allows viewers to
review and analyze ad spending trends by region, industry, and
publisher. Key findings include:
- Search Driven by Clicks and CPCs: 13% year-over-year
growth in search spend was driven almost equally by increased click
volume and rising CPCs, with the average global CPC increasing from
$0.80 in Q2 2017 to $0.85 in Q2 2018.
- Amazon on the Rise: Amazon captures approximately 20% of
digital budgets for Marin clients active on that channel. Sponsored
Product Ads represent 79% of that spend, with Headline Shopping Ads
representing the remaining 21%.
- Social CPCs Up, CTRs Down: While social CPCs increased
by 3% since last quarter, averaging $0.184, CPMs ($3.07) and CTRs (1.67%) dropped slightly from Q1
2018. This difference may relate to recently enacted privacy
regulations and increased consumer awareness of highly publicized
data breaches—each potentially reducing overall consumer ad
engagement on social channels.
"While Google and Facebook continue to be the most prominent
channels for digital ad spend, we're now seeing more and more early
adopters experimenting with Amazon's ad offerings," said
Wes MacLaggan, SVP of Marketing at
Marin Software. "Amazon has essentially become a massive search
engine for consumers far down the purchase funnel and we're eager
to help advertisers increase their presence on this important
channel in quarters to come. This is a really exciting time to be
involved in the digital advertising space, and I'm looking forward
to exploring Amazon's impact on the marketing landscape in 2018 and
beyond."
To create its Q2 2018 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.
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 provides enterprise marketing software
for advertisers and agencies to integrate, align, and amplify their
digital advertising spend across the web and mobile devices. 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.
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 July 17,
2018. Marin Software assumes no obligation to, and expressly
disclaims any obligation to update, any such forward-looking
statements after the date of this release.
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SOURCE Marin Software