IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing in Q1 2014. Search and programmatic display experienced an increase in spend QoQ, while mobile normalized and search engine market share steadied.
Key findings within the report include:
- 2014 starts with a positive Q1 for Search – Compared with a robust holiday shopping season, US search saw advertising spend up 8% Quarter over Quarter (QoQ) in Q1. Search spend was also up 8% when compared to Q1 in 2013.
- Mobile device growth continues to normalize – US spending growth Year over Year (YoY) for tablets is up 79% while smartphones spend is up 107%. The slower growth rate is due to normalization as YoY growth is now off the larger base that resulted from the 300%+ rate of past quarters.
- Engine Market Share Remains Steady – The Yahoo!/ Bing Network held on to its US search market share in Q1, with 22.9% of spend vs. Google’s 77.1%, barely up from last quarter’s 22.7%.
- Programmatic Display Trends – Q1 saw a seasonal QoQ decrease in programmatic display KPIs for Retail marketers. The travel vertical saw growth, where programmatic display spend increased 3% QoQ, yielding a 25% increase in clicks and a 49% increase in impressions.
“Mobile device traffic is still sizzling, but has begun to stabilize when compared to past quarters,” said Roger Barnette, President of IgnitionOne. “What we are seeing now is increases in efficiencies, especially within the Yahoo!/Bing network where marketers have ability to control and optimize their mobile advertising to a greater degree.”
To read the full report, click here.