Infographic: Q2 Momentum Data Insights

A full breakdown of our Affiliate Network, Display, and Search channels can be found below.

Affiliate Data

Overall Themes:

• Mobile Phone is continuing to grow year-over-year (YOY) but desktop is still what is driving the majority of network revenue.
• In the US Network we are seeing much higher growth in Mobile Phone orders but the conversion rate for mobile phones is still less than half of that of PCs or Tablets.
• Japan’s Network continues to be growing YOY and the conversion rate is higher for both Tablet and Mobile Phones vs. PCs.
• France & Germany Networks have almost 80% of orders are coming from PCs with only around 60% of the clicks.
• In the UK Network the share of growth for Tablets is decreasing YOY although the conversion rate on Tablets is the highest (over Mobile Phone and PCs)
• The AU Network is growing YOY, and most of the mobile traffic is moving from Tablet to Mobile Phone, whereas the PC traffic remains close to the same as Q2 2015 levels.
• In the CA Network Tablets have the highest conversion rate of any device on any network.

 US Network Same Store sales up 19% YOY (excludes Travel per previous releases)

• Mobile Accounted for 37.30% of clicks – a share growth rate of 19.55% YOY
• Mobile Phones accounted for 31.44% of clicks – a share growth rate of 19.44% YOY
• Tablets accounted for 5.87% of clicks – a share growth rate of 20.15% YOY
• Mobile Accounted for 26.95% of orders – a share growth rate of 39.47% YOY
• Mobile Phones accounted for 19.69% of orders – a share growth rate of 65.48% YOY
• Tablets accounted for 7.26% of orders – a share growth rate of -2.22% YOY

UK Network Same Store sales up 46% YOY (excludes Travel per previous releases)

• Mobile Accounted for 45.58% of clicks – a share growth rate of 23.46% YOY
• Mobile Phones accounted for 35.56% of clicks – a share growth rate of 27.90% YOY
• Tablets accounted for 10.02% of clicks – a share growth rate of 9.92% YOY
• Mobile Accounted for 39.63% of orders – a share growth rate of 20.98% YOY
• Mobile Phones accounted for 22.65% of orders – a share growth rate of 52.92% YOY
• Tablets accounted for 16.98% of orders – a share growth rate of -5.39% YOY

JP Network same store sales up 5% YOY

• Mobile Accounted for 23.10% of clicks – a share growth rate of 21.98% YOY
• Mobile Phones accounted for 19.94% of clicks – a share growth rate of 19.99% YOY
• Tablets accounted for 3.17% of clicks – a share growth rate of 36.20% YOY
• Mobile Accounted for 34.52% of orders – a share growth rate of 24.83% YOY
• Mobile Phones accounted for 28.95% of orders – a share growth rate of 25.69% YOY
• Tablets accounted for 5.57% of orders – a share growth rate of 20.55% YOY

CA Network Same store sales up 30% YOY (excludes Travel per previous releases)

• Mobile Accounted for 32.39% of clicks – a share growth rate of 49.71% YOY
• Mobile Phones accounted for 22.69% of clicks – a share growth rate of 51.74% YOY
• Tablets accounted for 9.70% of clicks – a share growth rate of 45.17% YOY
• Mobile Accounted for 31.69% of orders – a share growth rate of 29.46% YOY
• Mobile Phones accounted for 17.13% of orders – a share growth rate of 64.97% YOY
• Tablets accounted for 14.56% of orders – a share growth rate of 3.30% YOY

AU Network same store sales up 102% YOY (excludes Travel per previous releases)

• Mobile Accounted for 39.40% of clicks – a share growth rate of 22.77% YOY
• Mobile Phones accounted for 31.98% of clicks – a share growth rate of 31.42% YOY
• Tablets accounted for 7.42% of clicks – a share growth rate of -04.37% YOY
• Mobile Accounted for 24.78% of orders – a share growth rate of -0.90% YOY
• Mobile Phones accounted for 16.13% of orders – a share growth rate of 13.10% YOY
• Tablets accounted for 8.65% of orders – a share growth rate of -19.50% YOY

DE Network Same store sales up 7% YOY (excludes Travel per previous releases)

• Mobile Accounted for 35.15% of clicks – a share growth rate of 24.84% YOY
• Mobile Phones accounted for 25.65% of clicks – a share growth rate of 16.54% YOY
• Tablets accounted for 9.50% of clicks – a share growth rate of 54.60% YOY
• Mobile Accounted for 22.47% of orders – a share growth rate of 17.01% YOY
• Mobile Phones accounted for 14.88% of orders – a share growth rate of 34.23% YOY
• Tablets accounted for 7.59% of orders – a share growth rate of -6.52% YOY

FR Network same store sales up 52% YOY (excludes Travel per previous releases)

• Mobile Accounted for 27.53% of clicks – a share growth rate of 30.43% YOY
• Mobile Phones accounted for 21.51% of clicks – a share growth rate of 31.36% YOY
• Tablets accounted for 6.02% of clicks – a share growth rate of 27.19% YOY
• Mobile Accounted for 18.77% of orders – a share growth rate of 185.53% YOY
• Mobile Phones accounted for 12.83% of orders – a share growth rate of 298.85% YOY
• Tablets accounted for 5.94% of orders – a share growth rate of 76.89% YOY

Display Data:

 Client site revenue increased across the board in Q2.

•  YoY Q2 client site revenue increase by region:
  • North America: 42.8%
  • Australia: 73.5%
  • Europe: 26.4%
  • Asia: 7.4%
  • South America: 53.2%

The incremental increase in client site revenue above ad spend provides credence to the prediction that consumers will be making more purchases via mobile devices than ever.

• Mobile same store client site revenue increased 65.3% YOY while that of desktop remained stable at 1.4% growth.

As more consumers engage on social platforms and advertisers continue to shift budget toward social advertising, we foresee Rakuten Marketing client prospecting revenue to continue on this growth trajectory through the end of the year.

• US client prospecting revenue increased 22.1% YOY
• Worldwide client retargeting revenue increased 24.7% YOY

Conversion rates on mobile devices increased 33.4% last year and while this rate may flatten slightly in 2016 due to the sheer volume of mobile ads now being served, consumers use of mobile devices for shopping continues to keep pace with the ever increasing mobile ad inventories. Advertisers would do well to craft a mobile-first ad strategy to compete for the attention of a mobile-first audience.

• US client revenue on mobile devices increased 96% YOY
• Worldwide conversions on mobile devices increased 82%YOY
• Conversions on desktop devices in the US increased 4% YoY for Q2 2016.
• Global consumer AOV increased 2.3X YoY on mobile devices for Q2 2016.

Search Data

• Clients almost doubled their mobile investment to capitalize on consumers who are more actively shopping on mobile devices
  • Mobile performance increased considerably:
    • 54% growth in clicks
    • 144% growth in conversions
    • 59% increase in conversion rate

• Consumers aren’t necessarily spending more per order, rather shopping more online as compared to Q2 2015. This is illustrated through AOV not significantly increasing YOY overall.
  • Revenue increased by 14%, conversion rate by 3% and AOV remained flat

• Our Search Experts were able to maintain CPCs with only a minor lift of $0.01. Given the increased competition for both search and Google Shopping campaigns, this is a significant win for our clients even though clicks and impressions grew by 12% and 30% respectively.
  • Conversions increased by 15% and clicks by 12%, while average CPCs were maintained with a minor increase of $0.01

Click here to view our Q1 Momentum Results. We post our channel growth on a quarterly basis here on the blog, check back after Q3 for the next release.

Thanks!
Krystyna Lijek