MediaPost: Advertisers To Spend 15% More On Paid Search This Year With Mobile Driving Growth
According to Media Post, citing an “Advertising Expenditure Forecast for June 2012 by Publicis Groupe company ZenithOptimedia, advertisers will spend about 15% more in 2012 on paid-search marketing, up 15% in 2013, and 13% in 2014.”
“The report points to three growth drivers: new opportunities to create custom experiences, integration of four screens, and an uptick in mobile.”
“Mobile paid-search spend sits at 15% of all paid-search spend, up from 5% in April 2011″
“Today, mobile CPCs remain relatively low compared with desktop, but the study points to mobile CPCs rising due to more competition as major shopping days and holidays approach, beginning with back-to-school in mid to late summer.”
“A reality check with search engine marketing experts reveal that second-quarter 2012 search budgets should grow between 15% and 20% compared with the prior year, according to Citi Analyst Mark Mahaney.
“CPC trends appear to remain negative, although there are select signs of improvement,” he wrote in a research note published Friday. “Mobile continues to be viewed as an Incremental driver of search spend and not as a headwind.”
“If you’re an online marketer, you also know we’ve entered the dawn of mobile advertising for both search and display.”
While people may search on mobile devices I would expect that less do so with type in domain traffic than traditional desktops and laptops but I’m not sure anyone has done a study on that.