The Rapid Evolution of Search Advertising
Marin Software, an enterprise marketing software for advertisers and agencies, released research forecasting that mobile search advertising spend will represent 50 percent of all search advertising spend by the end of 2016.
Although mobile search advertising spend has been slowing year-over-year according to the report, it appears to have reached a stability point with the pace steady enough today to anticipate that the channel will soon be mobile-dominated.
In its report, Marin Software advises search advertisers to take advantage of mobile-first ad formats and to allocate budgets with a view towards a more mobile-focused landscape. Marin also recommends that search advertisers keep up with mobile web standards to ensure an optimal user experience.
"Search advertising continues to rapidly evolve. New, advertiser-friendly and mobile-centric innovations are keeping pace with consumer demand for online searches and ongoing product deals," said John McNulty, Vice President of Global Marketing at Marin Software. "Our research reinforces the need for search advertisers to not only stay smart about how to best earmark their budgets, but also to provide the most effective user experience for on-the-go consumers."