全球移动搜索广告报告.pdf
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1、Mobile Search Advertising Around the Globe: 2014 Annual Report WHITE PAPER Copyright 2014 Marin Software Inc. All rights reserved.2 Mobile Search Advertising Around the Globe: 2014 Annual Report TABLE OF CONTENTS Executive Summary03 Introduction03 Methodology04 Part IUnited States05 Part IIUnited Ki
2、ngdom and Eurozone08 Part IIIMobile Search Across the Globe11 About Marin Software14 3 Mobile Search Advertising Around the Globe: 2014 Annual Report EXECUTIVE SUMMARY As mobile adoption makes the world more interconnected by the hour, advertisers will need to move faster and be more responsive to t
3、heir customers. In working with some of the worlds largest and most sophisticated advertisers, our research uncovered some very interesting trends that highlight the increased value of mobile devices as a mission critical channel for reaching consumers, and the increased competition that advertisers
4、 face. To create this brief, we sampled the Marin Global Online Advertising Index, composed of advertisers who invest more than $6 billion in annualized ad spend on the Marin platform to create this brief. Our research uncovered three key findings: 1. Consumer Adoption: At the current growth rate, m
5、obile devices will account for 50% of all paid search clicks by December 2015. 2. Increased Competition: Cost per click (CPC) on mobile devices increased at a much higher rate than cost per click on the desktop during 2013. In some regions, tablet CPCs have surpassed desktop CPCs. 3. Improving Perfo
6、rmance: Conversion rates on tablets and smartphones rose throughout 2013 as consumers became increasingly comfortable with mobile commerce. In the US, conversion rates on tablets edged out those on the desktop, marking an important milestone. INTRODUCTION Even though mobile devices have been around
7、for years, it is nothing short of stunning how quickly smartphones and tablets have become an essential part of modern-day life. Todays consumers are constantly connected via one device or another. And while advertisers have historically had to play catch-up with mobile enabled consumers, we saw 201
8、3 as the year where brands and agencies really began to focus on mobile advertising. According to eMarketer, 19% of Googles 2013 ad revenue came from mobile search ads and it will increase to 30% over the next 3 years.1This growth reflects the shape of the digital advertising landscape as driven by
9、the increased usage of mobile across consumer markets. Global smartphone penetration currently sits just above 60% with over 1 billion users.2eMarketer predicts smartphone penetration to reach 69.4% by 2017.3In addition, tablet sales are projected to exceed computer sales by 2015.4The widespread pen
10、etration of smartphones and tablets only underscores the importance of mobile as an advertising channel. 1 http:/ 2 http:/ 3 http:/ 4 http:/ 4 Mobile Search Advertising Around the Globe: 2014 Annual Report As mobile devices become increasingly integrated with everyday life, advertisers need to adjus
11、t marketing strategies to accommodate the always-connected consumer, who is constantly on the go and whose shopping and product research behavior is vastly different than anything weve seen before. This research brief analyzes mobile trends from 2013, forecasts the state of mobile advertising for 20
12、14, and examines the overall performance of mobile ads across devices. Our objective with this report is to help the digital marketer wrap their arms around the explosive growth in mobile advertising, while developing effective benchmarks and strategies for success. METHODOLOGY In this study, we loo
13、ked across leading brands and advertisers that manage more than $6 billion in annualized online ad spend. Our data set represented all major industry sectors alongside the following countries or regions: Australia India Singapore Brazil Japan United Kingdom Canada Mexico USA China New Zealand Eurozo
14、ne Russia The size and diversity of our data set, coupled with the broad geographic coverage, enables us to provide the most comprehensive report on how smart mobile devices are changing paid search. That being said, our clients mainly consist of large advertisers spending upwards of $100,000 per mo
15、nth on paid search, social and display. As such, the information presented in this report is biased towards larger advertisers, and may not reflect mobile search trends for small or medium sized businesses. 4.8% 12.3% 19.1% 25.3% 30.8% 2011 2012 2013 2014 est. 2015 est. Source: company reports, 2012
16、 eMarketer, Aug 2013 M Mobile Share of Google Ad Revenue Copyright 2014 Marin Software Inc. All rights reserved. 5 Mobile Search Advertising Around the Globe: 2014 Annual Report PART 1UNITED STATES Mobile Search Trends and Projections Smartphone and tablet usage grew sharply in 2013, with consumers
17、embracing paid search on mobile devices and advertisers following suit. From January to December of 2013, the share of paid search clicks from mobile devices increased from 21.8% to 34.2% of all paid search clicks. In particular, paid search clicks from smartphones almost doubled during that period.
18、 Projecting this trend forward, we think that the share of paid search clicks from mobile devices will break 42% by December 2014, with smartphones accounting for half of the overall volume. Additionally, our data suggests that mobile devices will account for 50% of all paid search clicks by Decembe
19、r 2015, marking a significant milestone where mobile is the new normal. Mobile Click Share 21.8% 21.9% 23.2% 23.5% 25.0% 26.7% 27.4% 29.2% 29.4% 29.6% 32.1% 34.2% 12.1% 12.0% 12.8% 12.9% 14.1% 15.5% 16.0% 17.4% 17.9% 18.4% 19.4% 20.3% 9.6% 9.9% 10.4% 10.7% 10.9% 11.3% 11.4% 11.8% 11.5% 11.2% 12.8% 1
20、3.9% Mobile Smartphones Tablet Mobile Spend Share 19.3% 19.6% 20.1% 19.3% 20.7% 22.2% 22.9% 23.7% 24.4% 24.2% 26.6% 27.9% 9.5% 9.7% 10.3% 9.4% 10.2% 11.3% 11.8% 12.5% 13.2% 13.3% 13.9% 14.4% 9.8% 9.9% 9.8% 9.9% 10.5% 11.0% 11.0% 11.3% 11.2% 10.9% 12.7% 13.6% Mobile Smartphone Tablet Spend share, or
21、percentage of budget, saw similar increases, with mobile spend share spiking a stunning 45% from January to December 2013 as it rose from 19.3% to 27.9%. Similar to 2012, we continue to see budget share lag click share on mobile devices. Also, the share of paid search budgets on smartphones surpasse
22、d the same for tablets in mid-2013. And our analysis indicates that mobile budget share will exceed one-third of overall paid search budgets by December 2014. Copyright 2014 Marin Software Inc. All rights reserved. 2013 Average CTR by Device 2013 Average CTR by Ad Position Copyright 2014 Marin Softw
23、are Inc. All rights reserved.6 Mobile Search Advertising Around the Globe: 2014 Annual Report With smartphones accounting for a fifth of all paid search clicks, advertisers need to be increasingly thoughtful when it comes to allocating their paid search budget across devices. Specific things to cons
24、ider include cost per click, click-through rate, and conversion rate across devices. Benchmarking Across Devices Advertising on a smartphone is intrinsically different from advertising on a desktop computer because of how consumers use smartphones and the difference in form factor. For example, many
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