|[January 10, 2013]
Tablets Pull Ahead of Pack in Strong Q4 2012 for Paid Search Advertising
NEW YORK --(Business Wire)--
Research by IgnitionOne, a leading digital marketing solutions provider,
revealed that year-over-year (YoY) paid search spending growth for
tablets doubled that of smart phones in the fourth quarter of 2012 as
mobile devices as a whole grew to 18% of search budgets in the U.S.
The report, which includes trends across online advertising, also
revealed the Yahoo! Bing Network as a strong performer achieving their
highest market share since the beginning of 2009 (24%). Total paid
search spending grew at 19% YoY, representing a continued acceleration
from last quarter, closing out a strong quarter.
These figures are released quarterly by IgnitionOne which powers more
than $30 billion in revenue each year for leading brands through digital
Key findings in the report:
2012 ends with a strong Q4 for search - Ending with a robust
holiday shopping season, U.S. search saw advertising spend up 19% YoY
in Q4. The fourth quarter also saw YoY increases in impressions (19%),
and clicks (6%).
Tablet search breaks away from smartphones as mobile devices
continue to explode - U.S. YoY search ad impressions for tablets
are up 212% compared to smartphones' increase of 20%. Spend for
tablets is also double that of smartphones with increases of 163% vs
87%. Mobile devices now account for 18% of total search budgets.
Yahoo! Bing Network picks up steam - Yahoo! Bing continued to
accelerate their growth in the U.S. with a YoY increase in Q4 spend of
48% compared to Google's (News - Alert) 12%. This helped Yahoo! Bing grab the biggest
share of market (24%) since Q1 of 2009
Shoppers splurged on higher value orders in Q4 - U.S. Retail
search advertising saw YoY increases greater than average on
impressions (+28%) and clicks (+10%) and Average Over Value (AOV)
increased an impressive 46%. owever, transactions decreased 31%,
pointing to consumers checking out with fewer, but higher-value carts.
2012 was a good year for paid search - When comparing to 2011
for our top U.S. clients, paid search metrics for the full year
increased across the board with spend increasing 31% and impressions
and clicks increasing 21% and 22% respectively.
"Tablets have become a very important device for advertisers, especially
retailers," said Roger Barnette, President of IgnitionOne. "Smart
marketers took advantage of the high level of engagement on these
devices during the critical Q4 shopping season and we will continue to
see budget shifts to mobile campaigns in the new year."
This report is the latest in a series of reports from IgnitionOne,
reviewing trends across the online advertising landscape. This and
previous quarterly reports can be downloaded at http://bit.ly/ignitiononeresearch
IgnitionOne®, the global leader in digital
marketing solutions, enables companies to integrate and centralize
cross-channel marketing efforts within one platform, allowing for deeper
insights and greater digital success. On behalf of our customers,
IgnitionOne currently scores over 300 million users in 53 countries to
help optimize media and website conversions using cross-channel
attribution modeling across search, mobile, display and social.
IgnitionOne's solutions are powered by proprietary, integrated
technology: IgnitionOne's Digital
IgnitionOne powers more than $30 billion in revenue each year for
leading brands, including General Motors (News - Alert), DIRECTV, Ann Taylor, La
Quinta, Travel Guard and Fiat, as well as advertising agencies such as
Golley Slater and CyberAgent.
For more information, please visit http://www.ignitionone.com,
follow the company on Twitter (News - Alert) @ignitionone
or visit the blog at http://www.digitalmarketingsuite.com.
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