Today, we released our Q2 2012 Global Dig­i­tal Adver­tis­ing Update with some indus­try insights on hot trends and where we see the mar­ket headed. Based on our report find­ings, search spend among adver­tis­ers remains strong with a grow­ing empha­sis on mobile devices as tablet con­ver­sion rates con­tinue to exceed desk­top con­ver­sion rates. The report also shows that con­sumer engage­ment on Face­book has increased dra­mat­i­cally as Face­book con­tin­ues to evolve its plat­form and as mar­keters find ways to uti­lize improve­ments to Facebook’s platform.

Some key report find­ings for Q2 2012:

  • Search adver­tis­ing among dig­i­tal mar­keters con­tin­ued to grow in both the U.S. and Europe. Search spend in the U.S. grew by 13 per­cent Year over Year (YoY) while ROI steadily improved. Addi­tion­ally, growth rates for search spend were strong in the UK and Ger­many, rep­re­sent­ing an 18 per­cent and 12 per­cent increase, respec­tively, YoY.
  • Mobile traf­fic, pri­mar­ily from tablets, con­tin­ued to demon­strate a sig­nif­i­cant oppor­tu­nity for adver­tis­ers. While tablet Cost Per Click (CPC) remained lower than desk­top CPCs, con­ver­sion rates were 20 per­cent higher and the ROI on tablets was sig­nif­i­cantly higher than desk­tops as well.
  • Brands con­tin­ued to invest heav­ily in Face­book to drive fan growth, which grew by 21 per­cent Quar­ter over Quar­ter (QoQ) and 84 per­cent YoY world­wide. Face­book engage­ment among brands also grew by 60 per­cent QoQ and 338 per­cent YoY.

We’ve also out­lined some key trends we see emerg­ing for the rest of the year. Is search adver­tis­ing spend in the U.S. expected to increase? How might tablet and smart­phone traf­fic impact dig­i­tal adver­tis­ing? Will Facebook’s brand pages help boost con­sumer engage­ment? Check out our full report for all the details and let us know what you think!

- Dr. Sid Shah is direc­tor of busi­ness ana­lyt­ics for Media & Adver­tis­ing Solu­tions within Adobe’s Dig­i­tal Mar­ket­ing Business

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