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Mobile Drives Global Search Advertising Surge in Q1
APRIL 2012
US marketers overwhelmingly focus mobile ad spending on tablets
Search advertising continued its strong worldwide growth in Q1 2012, according to research from digital marketing solution provider IgnitionOne. The company found that global search ad spending grew 30% year over year, double the growth rate of Q1 2011. The figure was also the highest year-over-year growth rate for search ad spending in any quarter since Q4 2010.
Unsurprisingly, dramatic mobile search ad spending growth continued in the US, with year-over-year growth in Q1 up an astonishing 221%. The ongoing popularity of tablets has clearly captured the attention of advertisers, who spent 67% of the total mobile search ad budget on the devices in Q1.
Ad clickthrough rates, however, were slightly higher on mobile phones with full browsers than on either tablets or PCs.
Travel had a breakout quarter for search advertising, with marketers increasing their global search ad budgets in the sector by 59% year over year in Q1. According to IgnitionOne, the travel search advertising growth rate outpaced that of the retail sector, with travel also seeing increases in both impressions and clickthrough rates.
News was good for the Yahoo!/Bing search partnership, which snagged a 21% market share in Q1, the highest since the two companies brokered their search deal in Q3 2009. The survey found that US search advertising on the engine climbed 46% year over year in Q1. Yahoo!/Bing also shrugged off the normal drop off in search spending that follows the holiday season, instead experiencing a 14% increase in quarter-over-quarter spending. IgnitionOne credited Yahoo!/Bing’s banner quarter to changes in its search engine that resulted in increased competition during ad auctions.
eMarketer estimates search ad spending in the US will reach $19.51 billion this year, up 27% over 2011. Search will garner 49% of all online ad spending in the country and 49% of mobile dollars as well.
Mobile has a lock on the local search market. According to the latest projections from BIA/Kelsey, mobile local search volume will surpass desktop local search for the first time in 2015.
If that projection manifests in reality, BIA/Kelsey says that by 2016, mobile local search will exceed desktop local search by well over a whopping 27 billion annual queries.
“Among the drivers of mobile local search is the fact that it happens further down the purchase funnel, compared with desktop search,” says Michael Boland, senior analyst and program director at BIA/Kelsey. “We’re seeing that play out in the growth of local query volume, and in performance metrics like clickthrough rates.”
Not surprisingly, what’s good for mobile local searches will also be good for their associated revenue opportunities. But it will take some time to fully recognize this correlation.
As mobile local search queries rise, so will related advertising revenues. BIA/Kelsey forecasts mobile local search revenues to grow at a compound annual growth rate of 160.4 percent, from $400 million in 2011 to $3.2 billion in 2016.
“It’s important to note that while mobile local search volume will exceed its desktop equivalent, ad dollars will remain lower,” Boland adds. “This is because advertisers aren’t yet keeping pace with the growth of mobile local ad inventory, but we expect that to evolve.”
Smartphones, Mobile Internet Set Stage for Increased Mobile Ad Spend
OCTOBER 4, 2011
Search, display gain share over messaging-based ads
By the end of this year, eMarketer estimates, 38% of US mobile users will have a smartphone and 41% will use the mobile internet at least once each month. These developments mean an increase in the opportunity for mobile advertising—and an increase in spending.
eMarketer forecasts that advertisers will spend nearly $1.23 billion on mobile advertising this year in the US, up from $743 million last year and set to reach almost $4.4 billion by 2015. This includes spending on display ads (such as banners, rich media and video), search and messaging-based advertising, and covers ads viewed on both mobile phones and tablets.
This year, messaging-based formats still take the largest piece of the pie, accounting for $442.6 million in spending. But in 2012, banners and rich media will be even with search, each getting 33% of spending, or $594.8 million. That will put them ahead of messaging, which will fall to just 28.2% of all mobile ad spending next year. By 2015, banners and rich media and search will dominate further, and messaging will have shrunk to 14.4% of the total—though still growing in terms of dollars.
eMarketer estimates $743.1 million in mobile spending this year, rising to $2.55 billion in 2014. Display will remain the dominant format, however, with search approaching but not surpassing it, according to eMarketer’s forecast
On November 29 Tesco Direct released research suggesting that 10% of UK consumers would be doing their Christmas shopping via mobile this year. And 45% of nearly 4,000 people polled by Tesco said they struggled to find the time for holiday shopping; many of these will likely use their mobile phones to check out options, even if they actually buy online or in store.
On the same day, Lightspeed Research reported that 44% of consumers it surveyed would be happy to use a mobile app to plan—and potentially book—their holiday travel.
Mobile has a lock on the local search market. According to the latest projections from BIA/Kelsey, mobile local search volume will surpass desktop local search for the first time in 2015.