Paid Search Spend Continues Strong Growth In U.S. Driven By Mobile Usage

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IgnitionOne released its Q2 2015 Digital Marketing Report this week, highlighting data and trends in search, programmatic display, social, and mobile advertising. The company manages over $1.5 billion in digital spend and tracks over $30 billion in customer revenue.

It found "strong" growth in paid search spend in the U.S. for the third consecutive quarter, up 22% year-over-year.

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According to the findings, and not surprisingly, mobile search growth was the main driver of this paid search spend growth. Mobile phone spend in general was up 71% yearover-year. Growth for tablets was up 22%. Smartphones accounted for the greatest growth in mobile spend at 59% of spend compared to tablets.

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"Despite gains in search market share made by Yahoo!/Bing in previous quarters, Google reclaimed much of its lost ground," IgnitionOne says. "Google took in 75.5% of U.S. paid search spend, as opposed to Yahoo!/Bing’s 24.5%. The search giant was outpaced by Facebook in display growth, however, dropping -9% YoY compared to Facebook’s 48% growth in display spend."

Meanwhile, programmatic display grew 33%. This category has shown growth for two quarters. It did see a decrease in impressions thanks to Facebook changes.

“As industry giants battle over market share it only serves to highlight how important it is for marketers and their technologies to be publisher-agnostic,” said IgnitionOne CEO Will Margiloff. "This report once again validates sophisticated marketers paying close attention to individual customers and delivering messages at the right time, efficiently, no matter what publisher or what device."

You can find the full report here.

Images via IgnitionOne

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.