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.
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.