Today, IgnitionOne released its third quarter report, covering trends across digital marketing. The report reveals that US paid search spend up 13%, continuing an upswing from the second quarter. In addition, mobile search spend in the US continued to grow at an impressive rate.
Other key findings include:
- US search spend grows Year over Year (YoY) – Search spend in Q3 was up 13% when compared to Q3 2012. This is a continued acceleration over the YoY growth rate of last quarter. Total search spend decreased quarter-over-quarter (QoQ), which is expected due to seasonality.
- Increases in mobile advertising continue – US Mobile devices increased at a rate that drove the overall growth of search, but for the first time in 2013 the YoY percentage growth increase dipped just below triple-digits with smartphones and tablets increasing 99.7% and 97.2%, respectively.
- Google Enhanced Campaigns – Google Enhanced Campaigns had a noticeable effect on cost-per-click (CPC) for search advertising on tablets which were up 32% — more than double the increase for PCs. Enhanced Campaigns also are suspected to be responsible for the drop in click-through rates (CTR) for tablets compared to last year at this time, which were down 20%. This is due to desktop campaigns running on tablets, resulting in less targeted advertising.
- Travel Invests in Programmatic Display – US programmatic display for the Travel vertical had strong increases in Q3 across metrics and out-performed Retail. Travel increased YoY spend by 90% with impressions and clicks up 79% and 105%, respectively.