Our Latest Benchmark Report: Q1 2019’s Most Popular Ad Formats

April 23, 2019

In our latest digital advertising benchmark report findings, we discovered that Instagram continues to grow its share of Facebook spend, while newer ad formats like responsive search ads (RSAs) dominate as advertisers seek growth across channels and devices.

Here are a few key takeaways:

  • Responsive Search Ads Rise in Popularity: 24% of advertisers are running RSAs, a dynamic, automated search ad format Google introduced less than a year ago that puts machine learning capabilities into the hands of every advertiser.
  • Search CPCs Softening: There was a 6% decrease in CPCs YoY across all verticals worldwide, as inventory became less expensive outside of peak holiday season and lower-cost mobile formats consume a larger piece of the pie.
  • Facebook Spend Evolving: Messenger had the highest CPC of all Facebook-owned inventory—including Facebook, Audience Network, and Instagram. Meanwhile, an overall year-over-year CPM decrease of 14% across all Facebook properties signifies Instagram Stories diversifying the number of Facebook placements and Instagram’s growing popularity among advertisers. Instagram Ads now command 20% of total Facebook spend share with 34% of those ads being Stories.
  • Shopping Ads Continue to Dominate: 22% of advertisers are running Google Shopping Ads, with the format capturing 39% of search budgets.
  • Mobile Remains King: Mobile made up 43% of spend share across all verticals, highlighting the growing importance of mobile search. This data further supports the fact that search engines like Google favor mobile-friendly websites in search results.

Want to learn more and see how your ad campaigns compare? View our interactive Q1 2019 Digital Advertising Benchmark Report. You can analyze current cross-channel advertising trends by region, industry, and publisher.

Each quarter, we aggregate advertising performance across our customer base and share our results with digital marketing professionals to compare against their own initiatives. In addition to global industry trends, we explore the most compelling findings in key areas of digital marketing.

Access the report for actionable insights you can apply to your digital ad campaigns.


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Maria Breaux

Marin Software
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