Social media ad spends during the first quarter of 2019 revealed an increase of 27 percent compared to the same period a year ago, according to a report by marketing technology company Kenshoo.
The majority of those gains appear to have come during the third and final quarter of 2018, as quarter-over-quarter results show social ad spends slipping 11 percent in Q1 from 2018’s Q4.
Content-sharing site Pinterest saw a huge uptick as a home for marketer budgets, according to the report, seeing a 107 percent jump in ad spends in the last year. And photo-sharing site Instagram remains a top platform, witnessing ad spend increases of 44 percent.
The report also found that social impressions have increased by 20 percent year-over-year and 13 percent quarter-over-quarter.
According to the report, the biggest advertising gains came from video, which saw a 44 percent year-over-year increase to now comprise 41 percent of total social ad spending.
Mobile ads also continue to hold fast on their dominance in the market, accounting for 84 percent of all social spending in Q1 and 50 percent of all search spending.
Meanwhile, the click-through rate for social advertising has been declining, falling 37 percent across social channels over the last year. Overall clicks were also down 23 percent year-over-year and six percent quarter-over-quarter.
Kenshoo’s Q1 “Quarterly Trends Report” is based on analysis of more than 3,000 advertiser and agency accounts across 20 vertical industries and more than 60 countries, accounting for more than 600 billion impressions, 14 billion clicks and $6 billion in advertiser spending.