The Q4 Adobe Media Optimizer Advertising Report is upon us and with it comes unmissable insights on search, display and social.
We have heard “this is the year of mobile,” every year, for the past several years. First, it was when search came to mobile. Then, it was when users started clicking on smartphones and tablets. Later, Google started preferring mobile links on smartphone search. This change made marketers more intentional about mobile advertising. In Q4 2015, we saw an amazing growth in revenue coming through smartphones. The 2015 results set 2016 up to be “The Year of Mobile” of which advertisers have long dreamed.
What happened in 2015 Mobile Search in the US:
- The spend share of smartphones grew by 63% YoY
- Revenue share grew by 117%
- REV share of smartphones for PLAs increased by an incredible 325%
Why does this matter?
This clear increase in revenue from smartphones is not purely because of a growth in investment; consumers are finally feeling more confident using mobile transactions.
What happened in 2015 UK Mobile Search:
- We saw a surge in mobile advertising in the UK. In Q4 2015, spend on smartphones and tablets passed the 50% mark and contributed to 53% of spend, compared to 48% the year before.
- Revenue growth for smartphones was even more dramatic, with RPC increasing by 58% year on year and yielding an overall ROI increase of 84%.
- British shoppers were definitely as happy with mobile shopping as their American cousins!
The story of mobile isn’t limited to search! What about mobile social advertising?
With constantly changing ad types and offerings, major social networks continue to be confusing for many advertisers looking to maximize the return from their advertising. Today, the main ad types on social are right hand side ads, desktop newsfeed and mobile newsfeed.
- Despite only accounting for 13% of conversions on 26% spend, mobile newsfeed accounted for over half of the engagement on major social networks in December 2015 according to our sample. Therefore even though conversions coming through mobile social network ads are still limited, it is important that advertisers use this ad format to engage customers and build their brands.
Aside from mobile, another hot topic is cross-channel. How do different digital advertising channels, namely search, display and social, interact? Or more specifically, how do consumers engage with these various channels when making purchases?
Cross-channel Advertising Q4 2015 Results
- Aside from mobile, another hot topic is cross-channel. How do different digital advertising channels, namely search, display and social, interact? Or more specifically, how do consumers engage with these various channels when making purchases?
- In the run up to Black Friday, peak spend in display led search spend by 3 days as advertisers leveraged their upper and lower funnel to engage their customers throughout the peak shopping season.
This is only a snapshot of Q4 results, for more detailed insights into display CPM by vertical, Yahoo Gemini’s first Christmas and overall CPC and RPC trends, check out the full report. See you next quarter!