Ad management platform Marin Software released findings from its Quarterly UK Online Advertising Report. If you’re looking to get the most value out of your ad spend, it is towards mobile and tablet devices you should look.
Mobile and tablet users accounted for 12 percent of all UK paid search clicks in December 2011 according to Marin, Which represents a 49 percent increase in click share as a percentage of the total since October 2011. Over the same period, search share on these devices increased 29 percent to 7.5 percent of total search advertising spend. When volume of searches outpaces spent, clicks on campaigns are typically less expensive – and that’s a good sign.
"In December 2011, we saw search marketers allocate a larger portion of budgets to mobile devices than ever before," said Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. "However, the budgets for mobile search advertising still lag user adoption of devices. Given this gap, we expect mobile search to see continued investment as advertising dollars chase consumer behaviour in 2012. Marin Software enables clients to be more efficient in their mobile marketing initiatives, offering advertisers a powerful, intuitive platform for managing desktop and mobile campaigns within a single interface."