eMarketer Mobile Drives Global Search Advertising Surge in Q1 1008992 .pdf
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Mobile Drives Global Search
Advertising Surge in Q1
APRIL 23, 2012
US marketers overwhelmingly focus mobile ad
spending on tablets
Search advertising continued its strong worldwide growth in Q1 2012,
according to research from digital marketing solution provider
IgnitionOne. The company found that global search ad spending grew
30% year over year, double the growth rate of Q1 2011. The figure
was also the highest year-over-year growth rate for search ad
spending in any quarter since Q4 2010.
Unsurprisingly, dramatic mobile search ad spending growth continued
in the US, with year-over-year growth in Q1 up an astonishing 221%.
The ongoing popularity of tablets has clearly captured the attention of
advertisers, who spent 67% of the total mobile search ad budget on
the devices in Q1.
Ad clickthrough rates, however, were slightly higher on mobile phones
with full browsers than on either tablets or PCs.
Travel had a breakout quarter for search advertising, with marketers
increasing their global search ad budgets in the sector by 59% year
over year in Q1. According to IgnitionOne, the travel search
advertising growth rate outpaced that of the retail sector, with travel
also seeing increases in both impressions and clickthrough rates.
News was good for the Yahoo!/Bing search partnership, which
snagged a 21% market share in Q1, the highest since the two
companies brokered their search deal in Q3 2009. The survey found
that US search advertising on the engine climbed 46% year over year
in Q1. Yahoo!/Bing also shrugged off the normal drop off in search
spending that follows the holiday season, instead experiencing a 14%
increase in quarter-over-quarter spending. IgnitionOne credited
Yahoo!/Bing’s banner quarter to changes in its search engine that
resulted in increased competition during ad auctions.
eMarketer estimates search ad spending in the US will reach $19.51
billion this year, up 27% over 2011. Search will garner 49% of all
online ad spending in the country and 49% of mobile dollars as well.
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