Today, Adobe released its Q4 2015 Digital Advertising Report, which examines data from Q4 2014 – Q4 2015, based on 400+ billion digital ad impressions from major search/social platforms (Google, Facebook, Bing/Yahoo, Baidu, Yandex) – plus 4,000+ branded sites across industries.
We looked at the latest paid search trends, mobile spend patterns, Google vs. Facebook ad performance, and how digital advertising over the holidays drove online retailer revenues. Key findings from the report include:
- Paid search growth momentum is slowing down
- More money is being spent on mobile
- Advertisers gained from increased click-through rates (CTRs) across Google display ads and Facebook News Feed ads
- Over the holidays, nearly $1 out of every $3 in retail revenue came from search and display advertising
According to Becky Tasker, managing analyst, Adobe Digital Index, “Search growth momentum has slowed down, but it’s not necessarily that paid search as a channel is shrinking year over year, it’s just that the growth itself is slowing down. On the other hand, we’re seeing that more money is being spent on mobile paid search than ever before. As a result, that’s generating more traffic.”
Check out the article on CMO.com for full details along with the report.