Nanigans found that its clients’ ad spending during the fourth quarter of 2015 was up 11 percent compared with the third quarter, which saw a 16 percent quarter-over-quarter lift.
Nanigans’ findings included:
- The number of advertisers using the Nanigans platform to manage dynamic product ad campaigns soared 210 percent during the quarter.
- Ad spending on carousel ads was up 34 percent during the fourth quarter of 2015.
- Global click-through rates rose 17 percent quarter-over-quarter and 62 percent year-over-year during the period, to 1.12 percent, marking the highest CTR since Nanigans began tracking the metric in the third quarter of 2013.
- E-commerce advertisers topped the 1 percent mark for CTRs for the first time, reaching 1.06 percent, up 62 percent from the fourth quarter of 2014.
- CTRs for game advertising, at 0.8 percent, were up 24 percent versus the third quarter of 2015 and 11 percent compared with the year-ago period.
- Video ads represented 28 percent of gaming ads in the fourth quarter of 2015, up from 22 percent in the previous period.
- Costs per click of $0.57 in the fourth quarter of 2015 were up 6 percent from the third quarter and down 11 percent from the prior-year period.
- E-commerce advertisers saw their CPCs rise 21 percent quarter-over-quarter, to $0.69, not as dramatic as the fourth-quarter-2014 increase of 29 percent, to $0.63.
- Gaming advertisers saw CPCs drop 19 percent to $0.61.
- Cost per thousand impressions (CPMs) was up 24 percent quarter-over-quarter.
- Global CPM increases of 45 percent for 2015 as a whole were outpaced by CTR increases of 62 percent.
- E-commerce CPMs of $7.35 for the fourth quarter of 2015 were up 33 percent from the third quarter and 49 percent year-over-year.
- Gaming advertisers’ CPMs barely moved quarter-over-quarter, rising 1 percent to $4.92.
Readers: What did you think of Nanigans’ findings for the fourth quarter of 2015?