Growth across social networks was a defining feature throughout 2016. While the increase in mobile and media consumption made headlines, the underlying growth–spending on social advertising–will yield more change. A fourth-quarter report from data science and media technology provider 4C Insights examines the evolution in social advertising spending.
4C analyzed more than 900 brands and over $150 million in ad spending, and it found a 43 percent quarter-over-quarter increase and a 65 percent year-over-year gain in paid media spend. Spending on Facebook grew even more, with a 74 percent YoY increase.
On Instagram, which saw user numbers rise to more than 600 million last year, advertising spend soared 138 percent YoY. Clearly, advertisers see the value of meeting their audiences as they transition to more platforms and networks. 4C chief marketing officer Aaron Goldman told SocialTimes:
Q4 was a strong quarter across the board for social and mobile advertising. Each of the major platforms saw growth, and we see that momentum carrying into 2017. Brands continue to find new and innovative ways to leverage social media to connect with their audiences, and at 4C, we?re helping them do it at scale and connect across screens to TV, as well.
4C also began monitoring ad growth on Snapchat during the fourth quarter. The mobile messaging application has come into its own throughout 2016, and now its ad services seem to be delivering promising results, according to Ben ...