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.
Today we released a mid-quarter report highlighting a strong Thanksgiving weekend for digital marketing. In the report, we discuss how mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets, the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.
Key findings in the report include:
- Mobile devices drive major growth: Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
- Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
- Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
- Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.
“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”
To download the report, click here.
Today, IgnitionOne released its “2013 Integrated Marketing Survey.” The report is meant to serve as a status check to better understand where marketers are in their move toward integrating and simplifying their digital marketing efforts, which challenges they face and where they plan to invest in the coming year and beyond.
In addition, the report answers how much progress has been made toward fully integrating digital marketing, how marketers are leveraging cross-channel attribution, and how marketing and IT teams are working together.
“Moving away from complexity and towards simplicity is something that all marketers strive for, but aren’t all actually doing,” Will Margiloff, IgnitionOne CEO, said. “This report further highlights the need for marketers to break down the silos within their organization and the challenges that they face in centralizing and integrating their digital efforts.”
To download the report, click here.
IgnitionOne’s new Quarterly Online Advertising report reveals that tablet users spent 30% more time on site and had 20% higher engagement than PC users. This engagement was even higher within the retail vertical, proving the value of reaching this audience.
In the third quarter of 2013, U.S. mobile and tablet search grew to 16.3% from 14% of total search budgets and had a year-over-year (YoY) increase in spend of 167.5%. Total paid search spending grew at 17.8% YoY, representing a slight acceleration compared to the last quarter.
Download the Q3 2012 Online Advertising report here.
Additional findings include:
Mobile and tablet advertising grows as percentage of spend – U.S. Mobile grew to 16.3% from 14% of total search budgets though with a YoY increase in spend of 167.5%. This represents a deceleration from the massive growth rates experienced in the first half of the year.
Yahoo! Bing Network spending continues to accelerate in US – Google CPCs grew YoY for the first time in 2012 (up 7.7%) but Yahoo! Bing saw CPCs increase at nearly triple this at 26.1% YoY.
U.S. search growth up almost 18% YoY – While growth was flat quarter-over-quarter (QoQ), paid search spend in Q3 was up 17.8% compared to the previous year. Growth was tempered by a weaker than expected back-to-school season in retail and the continued general weakness in the macro-economy.
Tablet users are most engaged users – Compared to PC users, tablet users spent 30% more time on-site and had 20% higher Engagement Scores (proprietary user-level scoring metric).
This report is the latest in a series of IgnitionOne white papers reviewing trends across the online advertising landscape. Previous whitepapers and quarterly reports can be downloaded here.