Adobe Finds Search Advertising Spend Continues to Climb With Untapped Opportunity in Mobile
July 25 2012 - 12:01AM
Business Wire
Adobe Systems Incorporated (Nasdaq:ADBE) today released findings
from its Adobe® Digital Index report focused on digital advertising
industry insights for Q2 2012, plus an outlook for the remainder of
the year. Each year, Adobe analyzes advertiser and user behavior
from more than $2.5 billion in annualized spend under management.
According to the report, search spend among advertisers remains
strong with a growing emphasis on mobile devices as tablet
conversion rates surpass desktop conversion rates. Additionally,
the report shows that consumer engagement on Facebook has increased
dramatically as marketers find ways to utilize improvements to
Facebook’s platform.
Key Report Findings for Q2 2012
- Search advertising continued to grow in
both the United States and Europe, representing a key channel for
digital marketers. Search spend in the United States 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, notably 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. This indicates there are
significant opportunities for marketers to increase ROI by shifting
advertising spend to tablet devices.
- 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.
Outlook for Q3-Q4 2012
Based on a client index from the past three quarters (beginning
in Q3 2011), some key trends are emerging:
- Search spend in the United States is
expected to increase at a rate of 10 to 15 percent YoY. If digital
advertising continues to be robust, we can expect 15 percent growth
in both the UK and Germany, two of Europe’s biggest digital
markets.
- Tablet and smartphone traffic
(projected to represent 16 to 20 percent of all search spend by
year’s end) is estimated to represent 20 percent of all online
traffic by the end of the year. Additionally, marketers are likely
to allocate more search spend to mobile, especially tablets, to
increase return on advertising investment.
- Facebook brand pages are estimated to
grow an additional 45 percent by the end of 2012 – which could help
brands boost consumer engagement. This will likely be attributed to
changes in the Facebook platform, such as Facebook timelines for
brands, and Facebook measurement.
Quote
David Karnstedt, senior vice president, Media and Advertising
Solutions, Digital Marketing Business, Adobe
- “With accelerated consumer adoption of
tablets and smartphones, as well as social marketing growth,
marketers are shifting to adopt a multi-channel digital advertising
approach to reach their target audiences. Advertisers should be
cognizant of the next generation of digital marketing to better
measure, manage and optimize their marketing investments for
maximum return.”
Global Digital Advertising Update Methodology
Full details of the Q2 2012 Global Digital Advertising Update,
including other Adobe Digital Index reports, can be downloaded here
or at CMO.com. The analysis of digital marketing and Facebook
performance is based on data derived from Adobe AdLens™ and Adobe
Social, part of the Adobe Digital Marketing Suite. Data is based on
a client index across key verticals including retail,
entertainment, CPG, automotive and finance.
About Adobe Digital Index
Adobe Digital Index publishes research on digital marketing and
other topics of interest to senior marketing and e-commerce
executives across industries. Research is based on the analysis of
select, anonymous and aggregated data from over 5,000 companies
worldwide that use the Adobe Digital Marketing Suite, powered by
Adobe technology and solutions, to obtain real-time data and
analysis of activity on their websites.
About the Adobe Digital Marketing Suite
The Adobe Digital Marketing Suite offers an integrated and open
platform for online business optimization, a strategy for using
customer insight to drive innovation throughout the business and
enhance marketing efficiency. The Suite consists of integrated
applications to collect and unleash the power of customer insight
to optimize customer acquisition, conversion and retention efforts
as well as the creation and distribution of content. For example,
using the Suite, marketers can identify the most effective
marketing strategies and ad placements as well as create relevant,
personalized and consistent customer experiences across digital
marketing channels, such as onsite, display, e-mail, social, video
and mobile. The Suite enables marketers to make quick adjustments,
automate certain customer interactions and better maximize
marketing ROI, which, ultimately, can positively impact the bottom
line.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2012 Adobe Systems Incorporated. All rights reserved. Adobe,
the Adobe logo, and Adobe AdLens are either registered trademarks
or trademarks of Adobe Systems Incorporated in the United States
and/or other countries. All other trademarks are the property of
their respective owners.
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