Search Booms on Mobile
The mobile display market has its challenges, but the demand for mobile search is booming.
According to data from ad management firm IgnitionOne, its clients spent 269 percent more on mobile search ads during the fourth quarter of last year than they did during the same period in 2010. Ad impressions grew even faster, the company said, increasing 317 percent year-over-year.
Meanwhile, rival search ad platform Marin Software reported similar trends amongst its own client data pool. During the fourth quarter of 2011, six percent of all clicks on paid search ads were made from smartphones, while four percent came from tablets, it said, representing a doubling of mobile’s click-share since the third quarter of 2010.
Ads served to tablets also provided a 37 percent higher click-through rate than ads on desktops, while smartphones yielded a 31 percent higher click-through rate, Marin said.
Smartphone and tablet users continue to offer an attractive target for most advertisers largely thanks to the demographics associated with them. Their owners are often perceived as early adopters with above-average income, for example. As the devices continue to proliferate and their price points reduce, CTRs and prices for ads targeted to them will likely begin to stabilize.
The fact remains, though, that users are migrating their search behavior to tablets and smartphones from desktops in many cases. As a result, search ad impressions and spend targeted to those devices looks set to increase consistently over the next few quarters, at least.
Coalition for Better Ads experiences European growing pains
The Coalition for Better Ads is putting more people on the ground in Europe to combat communication and resource issues.
The state of UK mobile ad spend in 5 charts
People are spending more time on mobile, so advertisers are following. In the first half of 2016, the U.K. saw mobile ad spend rocket to £1.7 billion ($2.1 billion), more than double the same total for 2015. According to the stats, search and video formats are behind the boom. But while desktop is on the way out, TV has a firmer grip on advertiser purse strings.
China’s Cheetah Mobile eyes U.S. for growth
App developer Cheetah Mobile is a global company with Chinese roots. It is focused on the global market because Alibaba, Tencent and Baidu are winning the speed-scale battle in China and copycat startups pop up overnight. The company started shifting its focus to the global mobile market with a focus on utility apps four years ago, and this year, it’s transitioning from utility to content apps.
SponsoredWhy data clean rooms are a start, but not enough
Clean rooms are intended to be a “safe space” for brands to collaborate with walled gardens, but the greater opportunity for all brands is bringing together all of their data to create a single source of truth that they own and can continually enrich.
Opinion: Ad blocking + telecoms = a match made at the bank
The battle for free, high-quality Internet content just got heated. Mobile operator Three has declared itself the second wireless service provider to integrate ad blocking at a network level, courtesy of ad blocking company Shine. It's being waged under the banner of “a better consumer experience,” on mobile devices, but I believe the debate is less about the consumer and much more about the money. Specifically, who’s going to make more of it.
Why Telefónica is getting brands to pay for its customers’ data plans
Spanish telecom giant Telefónica is betting on sponsored-data ad models as a key future revenue stream. The company, which is in the process of selling U.K. operator O2 to Hutchison Whaompa for £10.2 billion, has been testing several variations of sponsored-data packages for the last year and is now poised for a more widespread rollout, and it wants more advertiser partners. Telefónica's global ad director Dan Rosen spoke to Digiday about the benefits.