mobile search

Major US Digital Players Shift Revenues to Mobile – eMarketer

source: http://www.emarketer.com/Article/Major-US-Digital-Players-Shift-Revenues-Mobile/1010173

Nearly one-fifth of Google’s revenues will come from mobile search

Major players in the US digital ad market are shifting more of their revenues to mobile, as consumers in the US spend more time than ever with portable connected devices.

Search is the largest single format when it comes to mobile ad spending, and search giant Google is already garnering nearly one-fifth of its total US ad revenues from mobile search, eMarketer estimates. This year, 19.1% of Google’s ad revenues will come from mobile search, up from 12.3% last year and rising to nearly 31% by 2015.

While search drives much of Google’s mobile monetization, on the display side YouTube is a major reason more mobile dollars are going to Google. Google has moved display dollars to mobile at a similar pace as for search, though display makes up less of Google’s overall ad revenues. This year, eMarketer projects, 3.8% of Google’s net US ad revenues will come from mobile display, vs. 13.8% coming from desktop display ads. By 2015, the mix will be 9.4% mobile display and 16.6% desktop display, more than doubling mobile display’s share of total ad revenues while still growing display dollars on the desktop.

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Thursday, August 29th, 2013 news No Comments

Facebook Sees Big Gains in Global Mobile Ad Market Share

source: http://www.emarketer.com/Article/Facebook-Sees-Big-Gains-Global-Mobile-Ad-Market-Share/1010171

Facebook’s continued emphasis on mobile monetization, along with its users’ ongoing shift toward mobile devices, is resulting in dramatic gains in mobile ad market share, according to eMarketer’s latest estimates of worldwide ad spending and revenues at significant players in the mobile and digital ad markets.

The company is expected to see its share of global mobile internet ad revenues reach 15.8% this year, up from just 5.35% in 2012, which was the first year that Facebook had any mobile ad offerings. eMarketer previously estimated Facebook’s share of mobile ad revenues worldwide would reach 12.9% this year.

eMarketer estimates that Google will grab 53.17% of the worldwide mobile ad market this year, up slightly over 2012—primarily a result of continued growth in mobile search usage and further mobile monetization of YouTube. The overall mobile ad market worldwide is expected to grow 89% to $16.65 billion in 2013, eMarketer estimates.

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Wednesday, August 28th, 2013 news No Comments

US Mobile Ad Spending, Search is Largest Share

source: http://www.emarketer.com/Article/Mobile-Gains-Greater-Share-of-Search-Display-Spending/1010148

Digital ad spending continues to shift from desktop to mobile devices, according to eMarketer’s latest estimates on US ad spending.

Search has already undergone a dramatic shift in spending toward mobile, which will continue into the future. In 2010, just 2.1% of all digital search ad dollars were spent on mobile devices. This year, that share will reach 22.1%, and by 2017, eMarketer expects, US advertisers will spend 59.6% of all digital search dollars on mobile.

Search is still king of the US digital ad spending market, but its hold on the crown is getting shakier each year. eMarketer’s latest forecast of US ad spending, including digital ad formats, pegs search ad spending at $19.6 billion this year. That includes search ads on desktop and laptop computers as well as mobile phones, tablets and other connected devices.

Digital display spending is still lower, at an expected $17.6 billion this year, including outlays on banners, video, rich media, sponsorships and other display formats, like Facebook’s Sponsored Stories or Twitter’s Promoted Tweets. Next year, combined spending on display formats will reach $20.6 billion, close to search’s expected $21.6 billion in spending, and by 2015 display will pull ahead.

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Thursday, August 22nd, 2013 news No Comments

drag2share: Google’s ‘Bad Quarter’ Actually Wasn’t All That Bad…

source: http://feedproxy.google.com/~r/businessinsider/~3/N6QBIelMEBU/google-earnings-not-bad-2013-7

Google Q2 2013The other big concern about the quarter is that Google’s “cost per click” in its search business continued to drop (see the purple bars in the nearby chart).

The concern here is that clicks on mobile search links are worth less than clicks on desktop search links and, therefore, that, as the world increasingly moves to mobile, Google is screwed.


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Friday, July 19th, 2013 news No Comments

Global Mobile Ad Revenues Almost Double in 2012, Led by Search

source: http://www.marketingcharts.com/wp/direct/global-mobile-ad-revenues-almost-double-in-2012-led-by-search-32082/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

IAB-Global-Mobile-Ad-Revenues-Format-Shares-in-2012-Jul2013Global mobile ad revenues grew by 83% year-over-year in 2012, climbing from $4.8 billion to $8.9 billion, according to [pdf] a report from the IAB Mobile Marketing Center of Excellence, IAB Europe and IHS. Search remained the chief driver of mobile ad revenues, eating up 53% share of spend in 2012, up from 51.1% the year before. Mobile search spend increased by 88.8%, a slightly faster rate than display’s 87.3% growth, which took it to 38.7% share of revenues.

The IAB earlier reported thatmobile advertising grew by 111% in the US last year.

On a regional basis, North America’s share of global mobile advertising revenue increased from 34.5% to 39.8%, rivaling Asia-Pacific’s share, which fell from 45.9% to 40.2%. Western Europe was the only other region to enjoy a significant portion of global mobile ad revenues, at 16.9% last year.

 

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Wednesday, July 10th, 2013 news No Comments

drag2share: Search Is Still The Main Source Of Mobile Ad Revenue

source: http://feedproxy.google.com/~r/businessinsider/~3/EHS1OhWETXo/chart-of-the-day-search-is-still-the-main-source-of-mobile-ad-revenue-2013-7

Globally, mobile ad revenues were up an impressive 83% last year, according to a new report from IAB and IHS.

But the bulk of mobile revenue is still being driven by a desktop-based innovation, the search engine. Search accounted for 53% of global mobile ad revenues in 2012. That share is actually up slightly from 51% in 2011.

(On the desktop, search only accounted for a 46% share of ad revenue in 2012.)

In some regions the share controlled by search is even more pronounced. In the the most developed mobile markets, Western Europe and North America, search accounted for 60% and 56% of mobile ad revenue, respectively.

Practically speaking, this means that Google accounts for a plurality, if not an outright majority, of mobile ad revenue. According to StatCounter, Google had a 94% mobile search market share in June.

However, given the broader fast-paced expansion in the mobile ad market, the display portion is still experiencing robust growth, even as it slipped relative to search.

It’s worth noting that mobile hasn’t fully broken out as a separate, distinct ad market. Many mobile ads — including search ads and banner ads — are simply desktop ads that show up on your mobile device. These reflect changing consum! er usage habits, but not yet a mature market with a depth of native ad formats.

chart of the day mobile ad revenue


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Wednesday, July 10th, 2013 news No Comments

Mobile to Drive One-Third Paid Search Clicks by End 2013

source: http://feedproxy.google.com/~r/businessinsider/~3/gqk72Bz0Xnw/facebook-to-create-mobile-experiences-22013-2

Mobile To Drive One-Third Of Paid Search Clicks By Year End (Search Engine Land)
Marin Software released a report called The State of Mobile Search Advertising in the World. The 2012 data is drawn from search campaigns conducted in 13 geographies including the U.S., UK, China, Europe and Australia.

State of Mobile Search Advertising

Marin forecasts that mobile devices will drive a third of U.S. paid clicks by December 2013. The company says that as of December 2012, mobile devices accounted for 23.4 percent of all US paid-search clicks. Mobile also captured 18.4 percent of search budgets in December.

mobile click through rates

Marin found that paid search campaigns on smartphones and tablets delivered higher click-through rates (CTR) at a lower cost-per-click (CPC). However, overall, conversions were lower on mobile devices. But because there are relatively few e-commerce sales on smartphones, this metric (“conversions”) isn’t a great fit.

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Wednesday, February 13th, 2013 news No Comments

Mobile Search vs Display Users Are At Different Stages of the Purchase Funnel

Mobile search users are much more ready to take action — implies further down the funnel. Contrast this to actions users take after clicking on mobile display ad — "maps and directions" (appears they are still researching). 

Inline image 1

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Wednesday, July 18th, 2012 news No Comments

Google Completely Dominates Mobile Search

Google has effectively monopolized the mobile search market. Google’s mobile search market share was 96.9 percent in May, according to Global StatCounter. For comparison, Google’s U.S. desktop search share was 66.7 percent last month, according to comScore (and probably even higher overseas).

Given that Google is the default search engine on iOS and Android—which represent around 80 percent of the global smartphone market—its dominance is not surprising, but it also provides some insight into the mobile ad market.

The majority of mobile ad revenues come from search, which is really just an extension of the desktop. Many assume that mobile will be a huge new revenue stream for companies like Google, but advertisers may just be shifting their resources to meet changing consumer behaviors.

Mobile Search Market Share

 

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Friday, June 15th, 2012 news No Comments

Google’s CPC Growth Slumps

Source: http://www.businessinsider.com/googles-cpc-slump-2012-4

Business Insider Intelligence is a new research and analysis service for real-time insight and intelligence about the Internet industry. The product is currently in beta. For more information, and to sign up for a free 30-day trial, click here.

Google released solid financial results last week, meeting expectations on revenue and beating street consensus on the bottom line. However, tucked away in the earnings call was a troubling statistic: cost-per-click growth slumped 12 percent year-over-year. This follows an 8 percent drop in CPC in the prior quarter.

The drop is probably the result of a surge in mobile search queries with the growth of smartphones and tablets. While Google reportedly has an ~90 percent share of the mobile search market, mobile CPC is much lower. Conventional wisdom holds that they will eventually catch up, but we argue in a new note that this is not necessarily the case.

This is because Google’s revenue is determined by advertisers’ ROI, not the number of clicks on search ads. In other words, unless consumers start purchasing more goods because of their mobile devices, CPCs won’t rise.

Click here to read our note on Google’s quarterly results →

Google CPC Growth

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Monday, April 16th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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