Advertiser spending on Facebook FBX grew 48 percent while display ad spend on Google dropped 9 percent among customers using IgnitionOne’s campaign management platform, according to the company’s Q2 Digital Marketing Report.
Overall, spending on programmatic display ads continued its growth trajectory of the past two quarters, rising 33 percent year-over-year in Q2 2015. Facebook’s share of display ad spend on the IgnitionOne platform rose from 10 percent a year ago to 16 percent. Google’s display share fell from 38 percent to 31 percent year-over-year.
Retargeting remained the dominant display tactic used among IgnitionOne advertisers, with 45 percent of display ads shown to past site visitors in Q2.
The share of reach ads — aimed at showing ad impressions to as many people as possible with limited targeting restrictions — grew from 8 percent in Q1 2015 to 16 percent. That’s followed by look-a-like targeting, custom targeting and contextual targeting, respectively.
The report also covers search advertising performance results year-over-year.
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