Q2 Report: Ad Spend Growth On Facebook FBX Outpaced Google Display

IgnitionOne finds overall programmatic display ad spend rose 33 percent year-over-year.

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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.

programmatic display tactics ignitionone

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.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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