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BizReport : Advertising : August 07, 2015


Mobile key driver of rise in paid search spending

A new report from Kenshoo reveals that the global spend on social advertising grew significantly YoY in the second quarter of 2015, with mobile the key driver.

by Helen Leggatt

Global spend on social advertising grew by 114% year-on-year in Q2 2015, more than twice the rate from a year ago, reveals Kenshoo. Their Digital Marketing Snapshot study tracked 550billion impressions, 9.5billion clicks and $5.5billion in advertiser spend.

Not surprisingly, mobile was found to be the key driver of growth. Advertising spend on smartphones and tablets rose 167% YoY and accounted for 63% of all paid social spend, up from 51% the previous year. A third (36%) of revenue from advertiser sales now comes from mobile, up from 16% in 2014, and total clicks from social advertising increased 129% YoY despite 64% fewer impressions.

Mobile also accounted for 38% of paid search spending in Q2 2015, up from 31% last year. This rise, says Kenshoo, was driven entirely by smartphone and tablet spending which rose 71% and 4% respectively. Meanwhile, desktop search spend dropped slightly (-2%).

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"Both paid search and social are showing healthy increases in spend and clicks with social obviously showing the much faster growth as it's a far younger market," said Rob Coyne, Kenshoo's managing director for EMEA.

"Existing social advertisers are ramping up spend and getting better results in terms of click volumes despite fewer available impressions, while new social advertisers are also entering the market."

Image via Shutterstock

Tags: advertising, digital marketing, mobile, search, social










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