IgnitionOne’s Q2 2014 Report: Second Quarter Maintains Positive Growth for Digital Ads & Smartphones Close Gap with Tablets

Today, IgnitionOne released its Q2 2014 report, which delves into the digital marketing trends from this quarter.

Key findings in the report:

  • Q2 continues growth for search – With year-over-year (YoY) growth slightly accelerated over the previous quarter, US search saw advertising spend up 9% when compared to Q2 in 2013.
  • Smartphones level the mobile device playing field  – Smartphone spend is now nearly equal to tablets as both mobile devices combined comprise 27% of total US search spend. Spending growth YoY for tablets is up 47% while smartphones spend is up 173%.
  • Google regains engine market share– The Yahoo!/Bing Network lost some US search market share in Q3, down to 21% of spend vs. Google’s 79%,  reversing several previous quarters’ small growth.
  • Product Listing Ads (PLAs)  – As marketers begin to move to Google Shopping Campaigns by this August,  Q2 PLAs comprised 32% of total search spend, 34% of total clicks and 27% of total impressions for those advertisers who leverage both PLAs and paid search.
  • Partner networks dim– When compared to the primary search networks, partner network performance has taken a hit with impressions down 37% and clicks down 27% YoY due to the decrease in efficiency with almost all metrics down when compared to the main search sites’ metrics.
  • Programmatic inventory shifts  – Facebook Exchange (FBX) continues to grow and is now a sizeable 18% of display spend (up from 8% in Q2 2013). FBX is now responsible for 42% of impressions, 66% of clicks and 36% of conversions.

Read the full report here.

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