Today marks an impor­tant mile­stone for the Adobe Dig­i­tal Mar­ket­ing Busi­ness with the release of the Adobe Dig­i­tal Index: Global Dig­i­tal Adver­tis­ing Update for Q1 2012. Data for this report is derived from the for­mer Effi­cient Fron­tier, which was acquired by Adobe in Jan­u­ary 2012. This report is focused on dig­i­tal adver­tis­ing indus­try insights for Q1 2012, as well as an out­look for the remain­der of the year. 

While these reports have long been a trusted source of data in the dig­i­tal mar­ket­ing indus­try, we are excited to add even more valu­able insights from the Adobe Dig­i­tal Mar­ket­ing Suite, using analy­sis from tech­nol­ogy Adobe acquired via Effi­cient Fron­tier and Con­text Optional, plus data from our client index across key ver­ti­cals includ­ing retail, enter­tain­ment, CPG, and finance.  

Some Q1 2012 Key Highlights:

  • Search still remains the biggest dri­ver of ROI for mar­keters, increas­ing 16 % Year over Year (YoY) dur­ing Q1 2012, absorb­ing the major­ity of bid­d­a­ble dig­i­tal adver­tis­ing spend.
  • Mobile spend reached 8% of all search spend in the U.S. and 11% in the UK in Q1.
  • Face­book spend has grown by 93% YoY and, on a rel­a­tive basis, now rep­re­sents 3–5% of search spend.
  • Face­book post engage­ment increased 176% YoY.

Out­look for 2012:

  • Search spend is expected to increase at a rate of 10 to 15 % for the rest of 2012 in the U.S.
  • Tablet and mobile spend will likely make up 15 to 20 % of all search spend by the end of 2012.
  • While Face­book ad CPCs have increased 40% Quar­ter over Quar­ter (QoQ) for the past three quar­ters, CPCs on Face­book “Spon­sored Sto­ries” tend to be lower than Face­book “Mar­ket­place Ads,” which may con­tribute to tem­po­rary decreases in CPCs.

Down­load the full report here to learn about the four-fold growth in mobile traf­fic Year-over-Year, grow­ing Face­book ad spend, and other key dig­i­tal adver­tis­ing trends and forecasts. 

- Dr. Sid­dharth Shah
Direc­tor, Ana­lyt­ics, Adobe Dig­i­tal Mar­ket­ing Business