In the brand new Q3 2015 Salesforce Advertising Index, we aggregated the performance of Facebook, Instagram, LinkedIn, and Twitter ads across more than two trillion ad impressions and 200 billion ad engagements managed by Salesforce Marketing Cloud customers from July 2015 to September 2015 to provide key insights for global advertisers.
A few key takeaways for Q3 2015:
Instagram CPM was USD$5.94 across three major markets.
Instagram advertising launched to global general availability in September 2015. Across three major markets in Europe, North America and Asia Pacific, the CPM was USD$5.94 and the CTR was 0.92%. The CPM for Australia was AUD$5.49.
In 2016, sophisticated advertisers should focus on Instagram creative quality, as brands and agencies learn the different consumer behaviors and ROI potential of the platform.
The CTR for Facebook ads targeting Australia rose quarter-over-quarter to 1.37%.
The CTR in Australia increased to 1.44% from 1.37% in Q2. We also introduced Q3 advertising index data New Zealand where it was NZ$4.06. For Japan, the CTR rose to 1.67%, up from Q2 (1.18%), but still down from Q1 (2.38%). The CPC in Japan has decreased quarter-over-quarter, falling to ¥46 from ¥51.
The automotive and consumer packaged goods industries had the highest CTRs in Australia. For ads targeting Australia, the consumer packaged goods industry had the highest CTR (2.42%) and the second lowest CPC (AUD$0.28). Advertisers in the automotive industry targeting Australia had one of the higher CPMs (AUD$6.39) along with one of the highest CTRs (2.26%). The gaming industry had the lowest CTR, at 0.35%, as advertisers focus on other metrics in those campaigns. In New Zealand, we looked at two key industries: food and beverage and telecommunications had very similar CPMs, at NZ$5.93 and NZ$5.99 respectively.
LinkedIn Remains a Platform to Engage with Premium Audiences.
LinkedIn, with its unique professional focus and targeting capabilities, is a platform for advertisers to reach highly valued audiences which are difficult to target on any other platform. Advertisers are willing to pay a premium and in Australia, the CPM was AUD$37.97.
Twitter Promoted Tweets continue to be highly engaging while decreasing in cost.
On Twitter, the CPM for Promoted Timeline Tweets decreased from Q2 by 25%, while the CTR increased by 14%, both of which bode well for advertiser value on the platform. Twitter ads purchased on a cost-per-engagement (CPE) basis was only USD$0.22 for Promoted Timeline Tweets
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