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Direct Response Marketing

Mobile Search Budgets Skyrocket for Smartphones, Tablets

5 Dec, 2012 By: Doug McPherson


ATLANTA – Search marketers are opening their wallets wide for mobile search.

A new report has found that marketers spent 307-percent more of their budgets on smartphone ads and 231-percent more on tablets to date in 2012’s fourth quarter compared with 4Q 2011.

IgnitionOne, a digital marketing agency in Atlanta, says in a white paper that during the Thanksgiving weekend, advertisers’ search spend was up 29 percent over last year. Other findings: impressions rose 29 percent; transactions rose 27 percent; clicks rose 24 percent. However, the average order value dropped 2.7 percent. Advertisers did increase revenue 23 percent compared to the 2011 shopping weekend.

IgnitionOne estimates the percentage of search spend on Black Friday at 30 percent, Saturday at 14 percent, Sunday at 17 percent and Cyber Monday at 39 percent. Overall, fourth quarter spending jumped 15 percent compared with the year-ago quarter among IgnitionOne clients, according to the company’s report released last week.

The gap in cost per clicks (CPCs) between mobile devices and PCs remain strong, with PCs earning 28-percent higher CPCs than smartphones and 36-percent higher CPCs than tablets for the quarter.


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