Marketers are now spending more on advertising in the mobile search sector than in the past. A lot of this growth is driven by the growth in surfing via tablet devices.
During the third quarter of the year, brands allocated 20% more on paid search campaigns, but many of them received a lower net ROI from search, according to a study by Efficient Frontier.
This should come as no surprise as the uptake of mobile search has increased dramatically over the past few years, and the corresponding consumption of media and search via these Internet-connected devices is bound to increase.
A graph charting the interest over time in ‘mobile video’ illustrates how the consumption of media on smartphones and tablet devices has grown steadily in the past couple of years. Advertisers are naturally going to follow suit.
Trend in volume of searches for ‘mobile video’ from 2008 to date
Mobile ad spend is likely to amount to between 7-10% of all ad spend by the end of this year. Tablets account for 77% of this amount, showing that they have become a very important part of this market.
Over the course of the last 12 months, mobile search spend increased from 0.5% to 4.2%, representing a 740% year-on-year growth in the market. For retail advertisers in the USA, mobile spend currently represents 7% of search spend and tablets represent 60% of all mobile impressions and clicks.