Marin Software's official blog

Benchmark Report: Mobile Search Advertising Around the Globe

Maria Breaux
|
March 19, 2014

Our much anticipated mobile benchmark report is here, packed full of data and graphs that illuminate the mobile search landscape. Make sure to download your full copy of Mobile Search Advertising Across the Globe: 2014 Annual Report.

[caption id="attachment_4495" align="aligncenter" width="460"]

mobile search advertising by country

Download the full report to see data for 13 countries/regions.[/caption]

The report show that as consumer adoption of mobile devices has been increasing at a blistering speed, digital advertisers have matched the momentum, moving ad spend onto mobile devices to take advantage of this new channel. With mobile devices already accounting for over one third of all paid-search clicks, it’s clear why everyone has their eye on smartphone and tablet advertising. Smart allocation of ad spend on mobile will help advertisers stay ahead of the competition, as the landscape morphs into a more interconnected, mobile consumer-base.

In 2013, we saw US mobile click share break the one third mark with spend share close behind. Smartphones make up the majority of the mobile clicks and spend, emphasizing the widespread adoption of smartphones and increased ad integration within these devices. In addition, smartphones and tablets have comparable click-through rates compared to desktops, while mobile cost per click remains lower than that of desktops. This means that performance has caught up, but competition on mobile isn’t full-blown yet.

Our data shows similar trends across the world, with mobile click and spend share growing at a remarkable pace. In some regions, mobile advertising is growing even faster than in the US. Across Europe, mobile device adoption has led spend share to nearly double in the last year, and click-through rates have shot above that of desktops. This is a strong indicator of the emerging value mobile devices hold for performance advertisers.

The pace of worldwide mobile adoption has changed the digital marketing paradigm on a global scale. With smartphones and desktops adding another layer of complexity on top of the conventional desktop model, advertisers have more opportunity to reach their audience than ever before. To learn about the opportunity to expand into new markets, or simply to benchmark your own campaigns, make sure to download the full report here.

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