Facebook’s undisputed victory in ad personalization is driving Google to make changes to its advertising business, according to ADI's Q3 Digital Advertising & Social Intelligence Report.

1. DIGITAL ADVERTISING REPORT
ADOBE DIGITAL INDEX Q3 2015

2. Table of contents
ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015 2
Charts
03 Overview
04 Key insights
05 Paid search spend growth by region
06 Share of paid search spend in North America
07 Global paid search spend growth by sector
08 CTR growth by search engine and region
09 CPC and CTR growth by device type
10 Global paid search CPC comparison by device type
11 Global display CPM comparison by device type
12 Paid search CPC and CTR growth: smartphone
13 CPC growth by search engine and region
14 CTR and CPC growth by sector
Appendix
26 Methodology
27 Glossary
28
Tables
15 Global display ad CPC and CTR growth
16 Facebook ad CPC’s and CTR’s
17 Facebook paid ad clicks and impressions growth
18 Facebook and Google comparison: CTR’s
19 Streaming video apps: periscope
20 Social interaction rate by industry and content type
21 Social referred visit growth by industry
22 Share of smartphone visits referred from social
23 Social referred revenue growth by device type
24 Revenue per visit by referrer
25 Reddit CEO’s firing drives sadness

3. Overview
This report covers a broad range of information from the digital advertising industry with insights centered around
search engine marketing. Topics include:
• Insights around Google’s search and display business.
• Search engine spend, click-through-rates (CTR), and cost-per-click (CPC) across different regions, search engines, and devices.
• How search behaviors and metrics differ across devices.
• How social behaviors and metrics differ across devices.
ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015 3

4. Key insights
• Digital advertising is not immune to economic forces: As a global economic slowdown in Asia and Europe approaches, paid
search spend growth is declining, up only 2% and 7% YoY, respectively; North America up 17% YoY
• Google vs. Bing and Facebook:
– Google looks to compete head-on with Facebook’s new ad targeting tools and increase key metrics like CTRs; Google paid search CTRs
up 16% YoY, Google display ad CTRs up 25% YoY
– Bing grows paid search spend faster than Google in Europe and Asia, North America was a tie; Bing global YoY spend growth up 17%,
Google global YoY spend growth up 11%
• Last year’s Facebook algorithm change is paying off: Impressions up 10% QoQ, CTR up 30% YoY, and CPC
down 2% YoY
• Social media has become more compelling as RPV increases overall YoY
– Facebook yielded highest RPV for marketers via social, while Reddit realized largest YoY RPV increase (up over 100%)
– Smartphones are the major driver of social RPV growth (up 102% YoY)
• Periscope remains niche, as usage volatility is still driven by “one-off” events: User growth continues to trend up,
but struggles to reach mainstream adoption
ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015 4

5. Paid search spend growth by region
Paid search spend increased 10% globally with North America
growing the fastest at 17% (likely due to favorable economic
conditions in the U.S).
Marketers are increasing their search spend fairly uniformly
across all regions.
Paid search spend on Google increased 11% YoY globally,
and saw the strongest regional spend increase in
North America (up by 19%).
Bing realized a strong increase in paid search spend in
North America and Europe which is up by 19%.
Both domestically and in most international markets,
marketers have maximized the efficiencies of Google and are
now transitioning their new search spend to fully optimize
paid search services from Bing.
5ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

6. Share of paid search spend in North America
6
Google is still dominant platform for paid search in North America.
Yahoo! gradually declines in terms of paid search share.
ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

7. Retail registered the largest YoY increase in paid search spend;
up 9% YoY.
Auto industry paid search spend increased by 4% YoY.
Finance sector paid search spend was hovering around 0%
before reaching a dip of -1% change.
Travel industry saw a -3% dip in the paid search spend YoY.
Global paid search spend growth by sector
7ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

8. Marketers in North America registered the highest average
growth in paid search optimization with CTR’s up 19%.
CTR growth by search engine & region
8ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Marketers continue to optimize paid search, with Google
CTR’s up 16% YoY; Bing up 7%.

9. Desktop showed the highest increase in paid search efficiency with CTR’s up 11% YoY.
The cost of a paid search campaign via tablet increased the most (up 4% YoY).
CPC and CTR growth by device type
9ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

10. Marketers are paying more for
tablet clicks, with tablet CPC’s
3% higher than desktop CPC’s.
Global paid search CPC comparison by device type
10ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Smartphone CPC’s are the
cheapest relative to desktop
and tablet CPC’s.

11. Marketers are paying more
for tablet clicks as well, with
tablet CPM’s 5% higher than
desktop CPCMs.
Global display CPM comparison by device type
11ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Smartphone CPM’s are 6%
higher relative to desktop CPM’s.

12. CTR fell 3% YoY.
Paid search CPC and CTR growth: smartphone
12ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
CPC rose 9% YoY.

13. Marketers in North America realized the highest increase in CPC’s up
by 2% YoY. The competition for consumers during the Q4 holiday
season heated up raising CPC’s in North America by 7%.
CPC growth by search engine and region
13ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Google CPC’s are getting more expensive up
by 12% YoY while Bing CPC’s remained
relatively unchanged, up by 1% YoY.

14. Marketers in the Auto industry showed the highest increase in
optimization, with CTR’s up 32% YoY but also realized the
largest increase in search CPC’s (up 14%).
CTR and CPC growth by sector
14ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

15. Display CTR’s are up 14% YoY as marketers increase
optimization in this advertising medium.
Global display ad CPC and CTR growth
15ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
A spread between display
CTR’s and display CPC’s has
widened by about 13%.

16. CPC saw a dip of -2% YoY.
Facebook ad CPC’s and CTR’s
16ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
CTR is up 35% YoY with evidence of
much higher rates for individual brands.

17. Facebook ad impressions has dropped by 13% YoY.
Clicks are up by 7% QoQ.
Signs indicate that Facebook’s desire for higher
quality impressions is paying off as impressions
are slowly recovering from the last quarter.
Facebook paid ad clicks and impressions growth
17ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

18. Facebook’s radical approach produced very different metrics compared
to Google’s more incremental approach to display advertising.
Facebook CTR increased 35%.
Google display network CTR is up 25%.
Facebook and Google comparison: CTR’s
18ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

19. Periscope continues to grow, but struggles to reach
mainstream adoption.
One single event in India in September increased
usage by almost 4x to peak at 348K streams showing
adoption is still niche.
The other major contributor that week was New York
Fashion week.
Streaming video apps: periscope
19ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

20. Interaction rates decreased YoY in major industries.
Retail remains the industry with the highest interaction rates
followed by Travel.
Text posts increased in YoY interaction rates, up 1.2%.
Image and video post interaction rates are down YoY.
Social interaction rate by industry and content type
20ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

21. Auto saw the largest increase YoY (up 45%).
Retail sites see a 17% increase YoY.
Finance sites are up 22% YoY.
Social referred visit growth by industry
21ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

22. Search accounts for 44.1% of
referred smartphone traffic.
Share of smartphone visits referred from social
22ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Social accounts for only 3.2% of
total referred smartphone traffic.

23. Desktop and tablet referred
revenue increased 12% and
9%, respectively.
Social referred revenue growth by device type
23ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Smartphone referred revenue
coming from social networks
increased 102% YoY.

24. Facebook remains the strongest platform
for referred RPV and saw a YoY increase from
$1.16 to $1.24.
Pinterest has increased referred RPV to
$0.74.while Twitter has increased from
$.43 to $.60.
Reddit remains the smallest, but more than
doubled its referred revenue per visit to $0.57.
Revenue per visit by referrer
24ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

25. Reddit affiliated social Sadness is
down 17% since July with the majority
of recent sadness now related to outages
of Amazon Web Services.
25ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Reddit CEO’s firing drives sadness
58% of the social buzz was related to sadness and
another 23% to surprise between July 3rd and July 7th.

26. Based on anonymous, aggregated consumer data from Q3 2014 thru Q3 2015 from North America,
Asia Pacific and Europe.
Data came from the following sources:
• Consumer activity on branded sites from Q3 ‘14 – Q3 ‘15
• 900+ billion digital ad impressions from search/social platforms (Google, Facebook, Yahoo, Baidu, Yandex)
• 23+ billion referred social visits from Facebook, Twitter, Pinterest, Tumblr, Reddit, YouTube, and LinkedIn
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ADOBE DIGITAL INDEX
Methodology
26ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

27. • Acronym definitions: Anonymous and aggregated Adobe Marketing Cloud data (Adobe Media Optimizer, Adobe Analytics,
Adobe Social).
• CPC: Cost-per-click (cost divided by clicks).
• CTR: Click-through-rate (clicks divided by impressions).
• YoY: Year-over-Year (comparing Q3 ‘15 to Q3 ’14).
• QoQ: Quarter-over-Quarter (comparing Q3 ’15 to Q3 ’15).
• Social Interaction Rates: The volume of comments, likes, shares and other interactions with a brand post.
ADOBE DIGITAL INDEX
Glossary
27ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015

28. 28ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
ADOBE DIGITAL INDEX
Tables
Paid Search Spend Growth by Region
Region Q3 2015
Global 10%
North America 17%
Europe 7%
Asia Pacific 2%
Google & Yahoo Paid Search Spend
Growth by Region
Region Google Yahoo
Global 11% 17%
North America 19% 19%
Europe 9% 19%
Asia Pacific 2% 10%
Share of paid search spend in North America
Search Engine Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Google 68% 66% 67% 67% 68% 71%
Yahoo! 23% 25% 25% 25% 24% 21%
Other 9% 9% 8% 8% 8% 8%
Global paid search spend in North America
Industry Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Auto -5% 0% 16% 10% 9% 4%
Finance 1% 0% 0% 1% 0% -1%
Retail 0% 0% 28% 5% 8% 9%
Travel 4% 0% -19% -1% -4% -3%
CTR growth by search engine
Search Engine Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Google 0% 0% 2% 8% 9% 16%
Yahoo! 0% 0% 3% 2% 1% 7%
Paid search CPC and CTR smartphone
METRIC Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
CPC -5% 0% 9% 5% 10% 3%
CTR 6% 0% -10% -4% -6% 9%
CTR growth by region
Region Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
North America 3% 0% 2% 9% 10% 19%
Europe 1% 0% 2% 8% 7% 14%
Asia Pacific -2% 0% 1% -1% -2% 6%
CTR growth by device type
Device Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Desktop -1% 0% 2% 7% 8% 11%
Smartphone 8% 0% -13% -7% -8% 7%
Tablet -1% 0% 1% 7% 5% 8%

29. 29ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
CPC growth by device type
Device Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Desktop 0% 0% 5% 1% 5% 3%
Smartphone -6% 0% 9% 6% 10% 2%
Tablet -1% 0% 7% 3% 7% 4%
CPC growth by search engine
Search Engine Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Google -1% 0% 6% 2% 7% 1%
Yahoo! 3% 0% 4% 2% 7% 12%
CPC growth by region
Region Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
North America 0% 0% 7% 1% 6% 2%
Europe 0% 0% 5% 0% 6% 1%
Asia Pacific -4% 0% 4% 4% 5% -2%
CTR growth by sector
Industry Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Auto 4% 0% 0% 11% 18% 32%
Finance -1% 0% 4% 10% 4% 11%
Retail 1% 0% 3% 3% 2% 10%
Travel -5% 0% -1% 9% 13% 24%
CPC growth by sector
Industry Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Auto -3% 0% 11% 13% 18% 14%
Finance -3% 0% 0% -5% -1% -7%
Retail -3% 0% 6% -1% 5% -1%
Travel 3% 0% 8% 9% 11% 0%
Global ad display CPC and CTR growth
METRIC Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
CPC 1% 0% 4% -10% -8% -13%
CTR -5% 0% 11% 14% 18% 24%
ADOBE DIGITAL INDEX
Tables

30. 30ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Facebook ad CPC’s and CTR’s
Device Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
CPC 5% 0% 16% -3% 6% -2%
CTR -29% 0% 12% 19% 20% 30%
Facebook paid ad clicks and impressions growth
METRIC Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
CLICKS 0% 0% -2% 7% 3% 7%
IMPRESSIONS 64% 0% -16% -21% -21% -13%
Facebook and Google comparison: CTR’s
METRIC Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Facebook -31% 0% 15% 25% 26% 35%
Google -1% 0% 12% 14% 21% 25%
Social referred interaction rate by industry
Industry Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Auto 6% 0% 25% 24% 32% 45%
Finance -10% 0% 8% 17% 29% 22%
M&E -7% 0% 16% 55% 50% 32%
Retail -9% 0% 41% 25% 24% 17%
Travel -9% 0% 7% 40% 40% 33%
Social interaction rates by industry
Q3 2014 Q3 2015
Retail 4.8% 3.4%
Media 2.5% 2.2%
Financial 2.4% 2.2%
Travel 3.6% 3.0%
Social interaction rates by content type
Q3 2014 Q3 2015
Video 2.0% 1.7%
Image 4.5% 3.5%
Link 1.2% 1.6%
Text 0.7% 1.2%
Share of visits referred from social
Q2 2014 Q3 2015
Social Networks 1.9% 3.2%
Search 41.1% 44.1%
ADOBE DIGITAL INDEX
Tables

31. 31ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Social referred revenue growth by device type
Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015
Desktop -11% 0% 36% 15% 7% 9%
Smartphone -17% 0% 77% 76% 100% 102%
Tablet -7% 0% 33% 15% 14% 12%
Revenue per visit by referrer
SN Q3 2014 Q3 2015
Facebook $ 1.16 $ 1.24
Twitter $ 0.43 $ 0.60
Pinterest $ 0.66 $ 0.74
Reditt $ 0.27 $ 0.57
Reddit social sentiment
July 3rd- July 7th July 10th - July 13th July13th-September 30th
Joy 10% 10% 14%
Admiration 7% 10% 15%
Surprise 23% 15% 23%
Sadness 58% 62% 45%
Anticipation 1% 2% 3%
ADOBE DIGITAL INDEX
Tables

32. 32ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Social report periscope
1-Mar-15 2-Mar-15 3-Mar-15 4-Mar-15 5-Mar-15 6-Mar-15 7-Mar-15 8-Mar-15 9-Mar-15 10-Mar-15 11-Mar-15 12-Mar-15 13-Mar-15 14-Mar-15 15-Mar-15 16-Mar-15 17-Mar-15 18-Mar-15 19-Mar-15 20-Mar-15 21-Mar-15
31 62 53 957 1,333 130 67 83 5,056 5,381 1,571 732 5,663 2,556 1,077 1,590 624 549 511 307 219
ADOBE DIGITAL INDEX
Tables
22-Mar-15 23-Mar-15 24-Mar-15 25-Mar-15 26-Mar-15 27-Mar-15 28-Mar-15 29-Mar-15 30-Mar-15 31-Mar-15 1-Apr-15 2-Apr-15 3-Apr-15 4-Apr-15 5-Apr-15 6-Apr-15 7-Apr-15 8-Apr-15 9-Apr-15 10-Apr-15 11-Apr-15
571 334 488 352 121,209 90,313 162,090 44,994 41,407 42,238 41,263 39,140 36,647 36,175 25,666 29,633 31,966 41,318 39,440 41,652 41,171
12-Apr-15 13-Apr-15 14-Apr-15 15-Apr-15 16-Apr-15 17-Apr-15 18-Apr-15 19-Apr-15 20-Apr-15 21-Apr-15 22-Apr-15 23-Apr-15 24-Apr-15 25-Apr-15 26-Apr-15 27-Apr-15 28-Apr-15 29-Apr-15 30-Apr-15 1-May-15 2-May-15
34,917 37,092 39,774 42,558 39,586 46,804 41,007 34,816 33,459 34,555 42,558 38,172 48,408 50,432 35,823 33,937 41,373 47,793 69,107 79,912 85,242
3-May-15 4-May-15 5-May-15 6-May-15 7-May-15 8-May-15 9-May-15 10-May-15 11-May-15 12-May-15 13-May-15 14-May-15 15-May-15 16-May-15 17-May-15 18-May-15 19-May-15 20-May-15 21-May-15 22-May-15 23-May-15
61,978 63,384 68,013 76,034 70770 71,844 75,371 57,152 61426 73123 71085 70512 71029 72657 55055 49178 56060 57109 61321 62406 73956
24-May-15 25-May-15 26-May-15 27-May-15 28-May-15 29-May-15 30-May-15 31-May-15 1-Jun-15 2-Jun-15 3-Jun-15 4-Jun-15 5-Jun-15 6-Jun-15 7-Jun-15 8-Jun-15 9-Jun-15 10-Jun-15 11-Jun-15 12-Jun-15 13-Jun-15
62143 54411 108380 89865 87586 89833 96948 96891 80985 86,996 82,001 91,744 112,309 117,076 97,171 83,643 92,246 102,211 105,918 113,574 121,431
14-Jun-15 15-Jun-15 16-Jun-15 17-Jun-15 18-Jun-15 19-Jun-15 20-Jun-15 21-Jun-15 22-Jun-15 23-Jun-15 24-Jun-15 25-Jun-15 26-Jun-15 27-Jun-15 28-Jun-15 29-Jun-15 30-Jun-15 1-Jul-15 2-Jul-15 3-Jul-15 4-Jul-15
92,473 89,353 97,879 98,781 102,328 118,373 123,603 99,582 92,402 104,517 112,545 114,706 120,556 128,503 118,920 102,813 108,151 107,088 122,607 128,048 138,329
5-Jul-15 6-Jul-15 7-Jul-15 8-Jul-15 9-Jul-15 10-Jul-15 11-Jul-15 12-Jul-15 13-Jul-15 14-Jul-15 15-Jul-15 16-Jul-15 17-Jul-15 18-Jul-15 19-Jul-15 20-Jul-15 21-Jul-15 22-Jul-15 23-Jul-15 24-Jul-15 25-Jul-15
104,599 104,743 113,210 121,296 132,563 139,485 146,739 118,147 117,999 134,593 140,988 138,894 138,699 141,425 118,845 119,058 130,885 135,952 149,769 155,800 165,489

33. 33ADOBE DIGITAL INDEX | Digital Advertising Report Q3 2015
Social report periscope (continue)
26-Jul-15 27-Jul-15 28-Jul-15 29-Jul-15 30-Jul-15 31-Jul-15 1-Aug-15 2-Aug-15 3-Aug-15 4-Aug-15 5-Aug-15 6-Aug-15 7-Aug-15 8-Aug-15 9-Aug-15 10-Aug-15 11-Aug-15 12-Aug-15 13-Aug-15 14-Aug-15 15-Aug-15
135,279 126,342 145,925 146,766 143,615 149,524 154,045 127,600 129,559 140,632 142,315 144,860 146,700 152,534 125,718 128,713 132,317 145,937 149,163 148,645 156,814
ADOBE DIGITAL INDEX
Tables
16-Aug-15 17-Aug-15 18-Aug-15 19-Aug-15 20-Aug-15 21-Aug-15 22-Aug-15 23-Aug-15 24-Aug-15 25-Aug-15 26-Aug-15 27-Aug-15 28-Aug-15 29-Aug-15 30-Aug-15 31-Aug-15 1-Sep-15 2-Sep-15 3-Sep-15 4-Sep-15 5-Sep-15
130,359 124,415 128,443 138,470 141,973 146,912 153,239 132,840 123,481 131,834 137,161 148,659 150,489 155,212 134,015 115,081 123,203 133,026 139,452 151,569 155,022
6-Sep-15 7-Sep-15 8-Sep-15 9-Sep-15 10-Sep-15 11-Sep-15 12-Sep-15 13-Sep-15 14-Sep-15 15-Sep-15 16-Sep-15 17-Sep-15 18-Sep-15 19-Sep-15 20-Sep-15 21-Sep-15 22-Sep-15 23-Sep-15 24-Sep-15 25-Sep-15 26-Sep-15
138,376 114,370 130,497 141,251 162,961 236,027 348,403 236,918 187,540 203,171 156,613 199,206 193,951 190,277 134,993 123,860 155,608 155,787 164,810 176,546 219,638
27-Sep-15 28-Sep-15 29-Sep-15 30-Sep-15
191,156 151,194 157,326 177,567