Amazon continues to be improving the most in terms of perceived aggregated ROI among advertisers using major digital media platforms, according to
the latest monthly tracking data from equities researcher Pivotal Research Group.
Pivotal's July data shows Amazon's net "better" score trending well into the double digits for the last six
quarters, delivering a 40% improvement during the second quarter, the most recent one tracked to date.
That compares with a net 23% improvement for Google during the same quarter, 12% for
Facebook, 3% for Twitter and 4% for Snap.
Despite some “downticks” during previous quarters, Pivotal analyst Michael Levine notes: “We were pleasantly surprised
that the [second] quarter appears to have finished strong. We will continue to be watching ROI trends closely, particularly with Google, as abruptly declining ROIs are the canary in the coal mine with
respect to consumer health/macro.”
Looking ahead to the third quarter, Levine affirms that “by far the biggest standout to us was Amazon,” although Facebook appears to be
strong “given investor fears of deceleration in the second half of 2019.”
Levine notes that Google “also appears poised to accelerate, particularly when combined
with comments” about its new “discover tab.”