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Search spending witnesses 3% uplift on mobile growth


By John Glenday | Reporter

April 10, 2012 | 2 min read

A new report published by digital content provider Adobe has identified search as “the biggest driver of return on investment” in online advertising.

The firms latest Global Digital Advertising Update covers the first quarter of the year, a period in which search spending increased by 3% versus the previous quarter and by a huge 16% in the US.

This growth comes despite a fall in the rate paid by advertisers per click of around 5% as the overall number of clicks continues to increase.

Despite the continued growth of search its relative importance continues to wane as newer sectors like mobile and social continue to advance with mobile traffic up four fold on the back of a strong tablet market.

This has seen mobile now account for 11% of UK search spending, representing year on year growth of 250%.

That rate of increase is expected to continue going forward with projected growth of 10 to 15% for the rest of the year in the US search ad spend market with mobile and tablet spend accounting for up to a fifth of the total market by the end of the year.


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