Findings from the latest Adobe Digital Index Report reveal spend in search advertising continue increase globally, while opportunities in mobile advertising remain untapped.
The latest report from Adobe focuses on digital industry insights for Q2 2012 and forecast the outlook for the remainder of the year. Key findings from the report include:
- Increased search spend
Search advertising spend remain a key area for digital marketers, the United States, UK and Germany all saw continued growth in this area. In the UK search spend grew by 18% year over year.
- Opportunities in mobile
Mobile remains an untapped opportunity, especially for tablets, which showed an average 20% higher conversion rates than PCs in the United States, UK and Germany.
In the United States, data showed CPCs for both smartphones and tablets are lower than PC’s but the ROI is higher by 3% on smartphones and up to 68% overall on tablets.
- Brands still exploring Facebook
Brands are continuing to drive fan growth and explore how Facebook can be used an an effective marketing channel. Fan growth increased 21% over the prior quarter and 84% year over year. Facebook also showed significant increases in engagement with growth of 60% over prior quarter and 338% year over year.
Forecast for Q3-Q4 2012
Adobe expects search spend in the United States to increase at a rate of 10 to 15 percent YoY and we can expect 15 percent growth in both the UK and Germany, two of Europe’s biggest digital markets.
Tablet and smartphone traffic is estimated to represent 20 percent of all online traffic by the end of the year. Additionally, marketers are likely to allocate more search spend to mobile, especially tablets, to increase return on advertising investment.
Facebook brand pages are estimated to grow an additional 45 percent by the end of 2012 – which could help brands boost consumer engagement.
Jonathan Beeston, director, new product innovation at Adobe, comments:“With accelerated consumer adoption of tablets and smartphones, as well as social marketing growth, marketers are shifting to adopt a multi-channel digital advertising approach to reach their target audiences. Advertisers should be cognisant of the next generation of digital marketing to better measure, manage and optimise their marketing investments for maximum return.”
Download the full Adobe Digital Index Report.
