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Social Media Advertising: Revenue - Development - Trends; Whitepaper 2017



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This paper highlights key facts about the current state of social media advertising and its development through to 2021, compares the main markets and provides insights on social media trends.
More information: statista.com

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Social Media Advertising: Revenue - Development - Trends; Whitepaper 2017

  1. 1. Social Media Advertising: Revenue – Development – Trends Whitepaper 2017
  2. 2. Mobile shift brings about changes for Social Media Advertising 2 It‘s in the name: Social Media Advertising describes the type of advertising that places a marketing message in a social network. In recent years, the rise in mobile usage has boosted the use of social media apps, among them image-sharing apps that are used predominantly via smartphone. This has helped change the way social media users consume content, including marketing messages. Today, users scroll, swipe and go through tons of content in little time. As such, it is no surprise that by 2021, 81% of all social media advertising revenue will be generated via mobile ads. This is also thanks to most social media users accessing the social networks on a daily basis. The trend toward mobile advertising has also had an impact on the type of content targeted at users. This is best illustrated by considering both image-sharing apps Instagram and Snapchat that both provide for exclusive and time-limited advertising content via their Stories feature. From behind-the- scenes footage to selfie contests, adverts on social media have become a lot more swipe and scroll-friendly. This paper highlights key facts about the current state of social media advertising and its development through to 2021, compares the main markets and provides insights on social media trends. Background Source: Statista Digital Market Outlook 2016 More on Statista.com
  3. 3. Social Media Advertising is getting bigger, faster and more sophisticated 3 1. With US$14.8 billion, the US generates 4 times as much social media revenue than China, the second largest market 2. With a 68% share in 2016, social media mobile ad revenue will continue to dwarf desktop revenue 3. Mobile users of social media predominantly access networks almost daily 4. Marketers reach more users via Instagram; however, on Snapchat it is more likely that Stories receive user engagement 5. Although posting too many promotions is not appreciated by the majority of social media users Key Takeaways Source: Statista Digital Market Outlook 2016
  4. 4. US generates more social media ad revenue than top countries combined 4 Revenue in 2016 Top 5 countries by revenue in million US$ Source: Statista Digital Market Outlook 2016 567 626 Japan Brazil UK 1,660 China 3,680 USA 14,818
  5. 5. Mobile revenue significantly dominates Social Media Advertising 5 Mobile Share Global¹ Desktop/Mobile revenue split 1: Refers to markets covered by the Digital Market Outlook Source: Statista Digital Market Outlook 2016 81%80%78%76%72% 68% 19%20%22%24%28% 32% 202120202019201820172016 Mobile Desktop
  6. 6. Majority of social media users access social media networks daily 6 Mobile Social Media Use Mobile social network access, by frequency in selected countries¹ 1: August 2015, 13 years and older; three-month average Source: Ofcom, comScore 25% 12% 12% 13% 7% 8% 11% 42%43% GermanyUnited StatesUnited Kingdom Once to three times a month At least once a week Almost every day
  7. 7. Instagram has wider reach, while Snapchat benefits from higher user engagement 7 Monthly Active Users in Millions as of December 2016¹ Percentage of users looking at and posting Stories on Instagram and Snapchat² 1: Value is an estimate 2: N=1079 Snapchat/Instagram users Source: Instagram, Activate, Statista Digital Market Outlook 2016 21% 46% 45% 64% PostLook at Snapchat Stories Instagram Stories Trends 301 600 Snapchat Instagram The Stories feature of Instagram and Snapchat provides a visual narrative that is only available for a limited time before it deletes itself. This feature allows for so-called influencer marketing, whereby brands are endorsed by social media users with large amounts of followers. Here Snapchat sports higher user engagement than Instagram. As mobile only social networks, Instagram and Snapchat both benefit from a high number of active users per month. In December, Instagram had almost double the number of active users than its rival Snapchat, meaning marketing activities potentially reach a higher number of users.
  8. 8. Percentage of social media users that find various actions by brands on social media annoying¹ Brands beware: Posting too many promotions may not do you any favors 8 Trends 25% 32% 35% 38% 58% Posting too many promotions Using slang and jargon Not having any personality in their accounts Trying to be funny when they’re not Not replying to my message 1: N=1,022, worldwide; refers to all social media content, sponsored and non-sponsored Source: MarketingCharts, Survata, Sprout Social
  9. 9. About the Digital Market Outlook 9 This paper provides insights on social media advertising. Further information can be found in the Social Media Advertising Outlook 2016 and via Statista‘s Digital Market Outlook. The Digital Market Outlook provides direct access and download of revenue forecasts, user count & penetration, as well as cross- country comparisons. It includes data on 9 digital markets, Digital Media, Digital Advertising, e-Commerce, eServices, Smart Home, FinTech, eHealth, Connected Car, eTravel and covers 50 countries worldwide. The Digital Advertising market includes Banner Advertising, Video Advertising, Search Advertising, Social Media Advertising, and Classifieds. The Digital Market Outlook is exclusively available on statista.com and is included in Statista Corporate Account and Statista Enterprise Account. 9 markets, 34 segments, 50 countries About the Digital Market Outlook Contact Sebastian Buss Analyst sebastian.buss@statista.com More on Statista.com Sebastian Buss studied Business Administration and Business Psychology in Hamburg, Germany with a specialization in Consumer Behavior and Market Psychology. Before his time at Statista he gained experiences in digital media markets with a focus on the music industry. He is working for Statista as a specialist for digital markets, trend monitoring and data analysis.
  10. 10. Imprint Statista ▪ Johannes-Brahms-Platz 1 ▪ 20355 Hamburg ▪ +49 40 413 49 89 0 ▪ www.statista.com Disclaimer This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista with great care. For the presented survey data, estimations and forecasts Statista can not assume any warranty of any kind. Surveys and forecasts contain information not naturally representing a reliable basis for decisions in individual cases and may be in need of further interpretation. Therefore Statista is not liable for any damage arising from the use of statistics and data provided in this report.