Salesforce for Marketers

Advertising Index
Q2 2016 Report

Contents
Executive Summary......................................................................................3
Global Facebook Trends..............................................................................4
Global Instagram Trends.............................................................................6
Global Twitter Trends ..................................................................................8
Global LinkedIn Trends ...............................................................................9
Credits and Appendix..................................................................................10
What is Advertising Studio?........................................................................11

2 | Q2 2016 Salesforce Advertising Index

Executive Summary

Global Facebook CPM grew 65% year over year.

In the e-commerce industry, Germany has the highest Facebook CTR at 1.62%, followed by the
United States at 1.54%.

Global Instagram CPM was $6.30, growing 42% quarter over quarter.

Twitter CPM fell 18% year over year.

Global LinkedIn CPM for Q1 2016 was $29.43.

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Global Facebook and

Instagram Trends

Trends at a Glance
Facebook continues to deliver value to advertisers everywhere,
and its latest earnings report proves it. Facebook ad revenue
reached $6.2 million, representing a 63% increase since Q2
2015. Facebook CPM rose 65% year over year globally to
$6.33, with a global CTR of 1.29%.

4 | Q2 2016 Salesforce Advertising Index

Q2 2016 Global Facebook Trends

Performance by Country

Australia

Canada and France experienced the highest growth in

Facebook CPM with over 130% growth since last year, followed

CPM

CTR

Consumer Packaged Goods

AUD $7.00

2.35%

Entertainment

AUD $4.44

2.59%

Financial Services

AUD $8.86

0.94%

Food and Beverage

AUD $5.38

1.88%

Gaming

AUD $9.54

2.71%

Government and Politics

AUD $13.65

0.96%

Retail

AUD $8.99

2.70%

Travel

AUD $6.30

2.02%

France

CPM

CTR

E-commerce

4.44

0.92%

Gaming

2.41

0.63%

Technology

3.53

2.08%

Germany

CPM

CTR

E-commerce

5.32

1.62%

Technology

5.39

1.98%

gaming industry reached AUD $9.54, whereas retail CPMs

United Kingdom

CPM

CTR

were less expensive at AUD $8.99. In the United Kingdom, the

Automotive

2.41

1.64%

entertainment industry had the lowest CPM at 1.21, with the

E-commerce

4.70

0.99%

highest CTR of 2.14%. In the United States, retail led in CTR at

Entertainment

1.21

2.14%

Professional Services

7.60

0.92%

Gaming

4.10

0.52%

Technology

7.41

1.60%

Travel

4.02

1.70%

by the United States, which grew 74% year over year. Australia
had the highest CTR at 2.02%, followed by Germany at 1.67%.
The United Kingdom and Germany had increases in CPM year
over year at 44% and 46%, respectively.
Q2 2016

CPM

Global*

$6.33

65%

1.29%

Australia

$8.35

48%

2.02%

Canada

$5.54

145%

0.36%

France

2.80

137%

1.36%

Germany

4.45

46%

1.67%

United Kingdom

3.97

44%

1.23%

United States

$7.26

74%

1.15%

CPM YoY Growth

CTR

*Global is an aggregation of the countries listed in the table (Australia, Canada,

France, Germany, United Kingdom, United States)

Trends by Industry
In Australia, advertisers in gaming and retail saw the highest
Facebook CTR at 2.71% and 2.70%. However, CPM for the

2.50% but had the second lowest CPM at $5.37. The financial
services and e-commerce industries had some of the highest
CPMs at $12.84 and $10.32, respectively.

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Canada

CPM

CTR

E-commerce

$13.53

0.64%

Gaming

$5.14

0.32%

Global Instagram Trends

Instagram is growing as fast as ever, reaching 500 million users
in June 2016. With 80% of these users living outside the
United States, it is clear that the platform is growing its global
footprint, according to a recent blog post from the company.

United States

CPM

CTR

Consumer Packaged Goods

$9.27

2.07%

E-commerce

$10.32

1.54%

Education

$8.34

1.01%

Entertainment

$1.01

1.65%

Q2 2016

Financial Services

$12.84

1.76%

Global

$4.44

$6.30

42%

Food and Beverage

$7.06

1.22%

Australia

$5.49

$7.68

40%

Gaming

$7.15

0.71%

United Kingdom

2.04

2.17

6%

Professional Services

$15.78

2.40%

United States

$5.10

$7.14

40%

Retail

$5.37

2.50%

Travel

$9.03

1.46%

All industry numbers are in local currency.

Mobile App Install

Mobile App Install

CPM

CPI

*Global

$7.65

$4.01

Australia

$8.81

$11.64

Canada

$7.93

$8.30

France

$3.69

$1.19

Germany

$6.09

$1.71

Italy

$3.09

$2.39

Japan

$8.36

$2.86

United Kingdom

$6.68

$3.24

United States

$9.62

$4.88

* All numbers in USD

6 | Q2 2016 Salesforce Advertising Index

The global Instagram CPM for Q2 2016 was $6.30, rising 42%
quarter over quarter. The United Kingdom increased by 6.4%, a
much lower growth rate than Australia and the United States.
CPM (Q1 2016)

All industry numbers are in local currency.

CPM (Q2 2016)

QoQ change

marketingcloud.com | 7

Global Twitter and

LinkedIn Trends

Global Twitter Trends

According to Twitters Q2 2016 earnings report, 40% of

Promoted Tweets

CPM

advertising revenue was $535 million, rising 18% worldwide

2015 Q2

$5.26

year over year. In Q2 2016, the global Twitter CPM fell 18% year

2015 Q3

$3.67

over year to $4.29. From Q1 2016 to Q2 2016, CPM fell 38%

2015 Q4

$10.40

from $6.93. Last year, the third-quarter CPM was lower than Q2.

2016 Q1

$6.93

2016 Q2

$4.29

its quarterly revenue was from international markets. Total

Quarterly advertising revenue grew 18% year over year, but a

major change since last year is the switch to Twitter video ads by
advertisers.

8 | Q2 2016 Salesforce Advertising Index

Global LinkedIn Trends

The LinkedIn Q2 2016 earnings report shows that revenue from
its Marketing Solutions increased 29% year over year to $181
million, and that over 60% of that revenue was from Sponsored
Content. The demand for ad inventory on LinkedIn has grown,
as have media costs for sponsored content. LinkedIn continues
to be a premium platform for advertisers especially in B2B
and financial services as its CPM rose 13% year over year,
reaching $29.43.
Sponsored Status Update

CPM

2015 Q2

$26.05

2015 Q3

$27.17

2015 Q4

$32.65

2016 Q1

$29.37

2016 Q2

$29.43

% YoY Change

13%

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Credits and Appendix

The advertising data in this report covers hundreds of millions of ad

The Salesforce Advertising Index report was authored by members

impressions and engagements by Marketing Cloud customers using

of the Advertising Studio product marketing team at Salesforce, with

our Advertising Studio platform from April 2016 through June 2016,

support across wider teams. We acknowledge the work of Zachary

as well as comparative data from past periods. This includes

Reiss-Davis, Hilary Givens, and Kyle Graden in leading this effort, with

advertising on Facebook Audience Network, Instagram, Twitter, and

data support from Julien Grouteau and executive sponsorship from

LinkedIn across the globe. This aggregate data in no way represents

Chris Jacob and Liam Doyle.

any official position of Facebook, Twitter, or LinkedIn for advertising

trends, or for any individual advertiser.

This report, or parts thereof, should in no way be published or

redistributed without express written permission from an authorized

Aggregate advertiser data is anonymized, categorized, and checked

Salesforce representative. Please email [email protected]

for consistency and accuracy before being included in any index

with any feedback or questions about this report.

presented in this report. This information is presented under safe

harbor and should not be considered as any official statement by

For more Salesforce Advertising Studio content, check out the blog:

Salesforce. Please seek appropriate advice and counsel prior to

marketingcloud.com/blog.

making any advertising or business decision.

Facebook is a registered trademark of Facebook Inc.

Global and regional indexes were employed for a majority of this

Instagram is a registered trademark of Facebook Inc.

report to control for factors like seasonality, vertical variances, and

Twitter is a registered trademark of Twitter Inc.

other factors. For some analyses, including when more than three

LinkedIn is a registered trademark of LinkedIn Corp.

fiscal quarters of data are shown, a larger index of advertisers was

used. We encourage readers not to do much comparison with older
reports as we continue to evolve our methodologies with the goal of
market trend data that is more accurate.

10 | Q2 2016 Salesforce Advertising Index

What is Advertising Studio?

Reach Your Customers Where They Are

Securely Connect Customer Data to Advertising

Advertising Studio is an end-to-end advertising platform that

Coordinate advertising with the rest of your marketing, sales,

enables you to reach your customers where they are across all

and customer service terms. All customer data is stored in

digital advertising. Activate your customer data in Salesforce

Salesforce, and any data that leaves the platform is encrypted

to securely and powerfully reach your customers, find new

and hashed before it is sent to any external advertising partner.

prospects with lookalikes, and re-engage inactive users in the

Your customer data is protected at every stage, and no external

customer journey. Create advanced campaigns and creative

partner can see it.

variations with sophisticated targeting and optimize them at

scale across Facebook, Instagram, Twitter, LinkedIn, and mobile.
Enhance your email marketing goals with advertising and
coordinate campaigns across social, mobile, sales, and customer
service efforts.

As a part of the Customer Success Platform, Advertising Studio is part of Salesforce for
Marketers. The Customer Success Platform includes sales, service, marketing, community,
analytics, and apps. Salesforce for Marketers and Advertising Studio are members of the
Facebook Marketing partner program, Instagram Ads API partner program, and LinkedIn
Sponsored Updates Ads Api Partner program. Salesforce is the worlds largest provider of
customer relationship management (CRM) software. For more information about Salesforce

Five Key Ways to Make Advertising a 1-to-1 Channel

(NYSE:CRM), visit salesforce.com.

1. Acquire new customers: Build lookalikes of best customers to

find new ones with end-to-end lead automation.
2. Re-engage inactive customers: Re-engage subscribers in a
new channel, reducing risk to your email program.
3. Extend the reach of email: Coordinate email and advertising
to increase your reach using Journey Builder.
4. Exclude customers from ad campaigns: Increase ROI by
excluding existing or low-value buyers.
5. Power ads using social listening: Advertise based on what
customers and prospects say on Twitter.

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