Infographic: Search vs social advertising spend

Spend on social advertising jumped 50% year on year in the last quarter of 2015, stimulated by new Facebook ad types, changes in bidding strategies and the wider availability of Instagram ads.


The analysis suggests spend on search advertising grew by 8%, driven in part by growth in retailers’ use of seasonal product listing ads (PLAs), which made up 26% of all search impressions (up from 8% a year ago).

Mobile continues to be the biggest driver of overall growth in both channels, accounting for nearly all of the annual spending increase in paid search.

Q4-2015-Search-and-Social-Trends copy

These findings are indicated by the latest quarterly global data from Kenshoo, a global leader in agile marketing.