esome Price Index Q2/2016

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1 esome Price Index Q2/216

2 About this price index The data for this price index has been aggregated from over 18 clients social advertising campaigns in the German market spanning all major industries. Data has been weighted depending on the clients spends and only data from campaigns in which a specific placement has been targeted has been included. Data from Q2/215 serves as the basis and all subsequent quarters have been normalized against Q2/215. As implemented last quarter, also in this price index only campaigns with the objective Clicks to Website will be adducted in considering the trends on the different placements. Video content will again be considered seperately. About esome advertising esome advertising is a social media advertising specialist located in Hamburg, Düsseldorf and Belgrade. The company currently employs more than 8 people and is a certified Facebook and Instagram Marketing Partner, as well as Twitter Ads Partner. esome advertising operates in the field of paid advertising exclusively and optimizes performance and branding campaigns in social media. The esome approach is based on comprehensive know-how and technology integration, aiming to achieve superior brand and performance KPIs. The proprietary esome technology and the team of experienced social media advertising experts are the heart of esome s work.

3 Placements

4 Total CPLC CPM LCTR 2,45% 18,4% 16,35% 14,3% ,25%,2%,15%,1%,5%,% Spends in the Q2 216 already reached Q4 215 level Share of spends per placements has remained similar Growth in practically all industries CPM reached Q4 215 level as well and increased by 29 percent compared to the previous quarter. Just as in the festive season the higher demand for advertising inventory caused higher costs With,42% the CTR reached the highest level in the considered period and is twice as high as in Q2 215 which also has a positive impact on the CPLC Major reason for that is the CTA button rework for Video Link Ads

5 Mobile News Feed CPLC CPM LCTR 14,7% 12,6%,5% 8,4% 6 4,3%,2% CPM reached the highest level of all time with a growth of 14 percent in YoYcomparison and compared to the previous quarter 2,1% CPLC remains at an equal level due to the rising CTR, which is caused by the CTA button rework for video ads*,% Thanks to the rework, the CTA button is now continuously displayed with Video Ads which lead to a 7 percent better CTR for video ads compared to Q * Only video campaigns with objective Clicks to Website have been considered

6 Desktop News Feed CPLC CPM LCTR 16,4% 14,35% 12,3%,25% ,2%,15%,1%,5%,% Advertising spends have decreased contrary to the overall boom At the same time CPM has reached an alltime high (Q4 215 level) CPLC sank to 8% of the previous quarter caused by a higher CTR Also on Desktop the CTA rework has a positive impact and increases the CTR for Video Link Ads by 26%

7 Right Hand Side CPLC CPM LCTR 16,1% 14,9% 12,8%,7%,6% ,5%,4%,3%,2%,1%,% The regression trend on RHS continues: advertising spends have decreased by 18 percent compared to Q1 216 Despite of a higher CTR in Q2 216 the CPM rises. As the majority of campaigns on this placement is rather optimized for Link Clicks than Impression, the costs per impression are not influenced by the improved ad performance

8 Instagram CPLC CPM LCTR 8,6% 7,5% 6 5,4% Q3 Q4 Q1 Q2,3%,2%,1%,% Spends on Instagram grow as well in Q2 216 advertisers spend even more than in Q4 215 (festive season) CTR rises by 5 percentage points CPLC less expensive than in the previous quarter (-5%), CPM rises by 14 percent Use of PPLAs decreases considerably (45% Q1 216 compared to 29% Q2 216)

9 Video CPV CPV_1sec VTR_1sec 12 8,% 7,% 6,% 8 5,% 6 4 4,% 3,% 2,% Growth of advertising spends for video formats exceeds growth of overall spends: 17 percent more budget has been spent on video ads compared than in the previous quarter 2 1,%,% VTR [1 sec] has slightly dropped compared to Q1 216 while CPV and CPV 1 sec rose Average video length again sinks to now 22,7 seconds

10 Twitter 2,99 9,52,2 % CPC CPM CTR Price index premiere for the Twitter numbers of Q As well as for Facebook and Instagram, only URL clicks are counted as clicks First numbers indicate that Twitter ads show better results in branding than in performance campaigns compared to other platforms High attention branding formats, great interaction rates and precise event-based targeting account for the Twitter s attractiveness

11 Industry trends Telco, Automotive & Body Care

12 Telekommunikation CPLC CPM CLTR 3,6% 25,5% 2,4% 15 5,3%,2%,1% The industry benefits most from the positive trends on Instagram (12,5 percent of overall budget has been spent on Instagram) the positive development of CTR and CPC overall Highest CPM of all times, 5 percent higher than in Q1 216 and even 2% higher than in Q ,%

13 Automotive CPLC CPM CLTR ,5%,45%,4%,35%,3%,25%,2%,15%,1%,5% Increased demand for Social Media advertising in the automotive industry as well Contrary to the overall trend, CTR is declining. Reason for that is the weak performance of PPLAs, while Carousel Ads and Lead Ads perform extraordinarily good ,%

14 Body Care CPLC CPM CLTR 14 1,% 12,9%,8%,7% 8,6% 6 4 2,5%,4%,3%,2%,1%,% New in price index as the Social Media advertising budgets of this industry are growing Constant growth of CTR due to an intensified use of attractive formats (such as Carousel Ads) on the one hand, but also due to a generally high CTR in this industry (partly percent above average) and granular targeting options on Facebook

15 Forecast Twitter numbers will further be considered in the upcoming price index on the current quarter to observe the changes and developments on this platform continuously. Furthermore different ad formats such as carousel ads and others will be considered seperately just as video ads have been considered in the past. esome advertising technologies GmbH Hohe Bleichen Hamburg