PLA Clickthrough Rates

IgnitionOne Q4 report – PLAs take center stage

IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.

Key Findings:

  • 2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
  • Tablet growth normalizes while smartphones soar– Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
  • Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
  • Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.

IgnitionOne’s complete Report can be downloaded here.

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This report is the latest in a series of IgnitionOne whitepapers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded at bit.ly/ignitiononeresearch

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