Search spending growth on smartphones outpaced growth on tablets 173% to 47%, according to a new report. The balance between search spending on smartphones and tablets is now almost equal, with 51% being spent on tablets and 49% being spent on smartphones.
Abby Callard , Associate Editor
Marketers now spend almost as much on search advertising on smartphones as they do on tablets, according to a new study from marketing technology firm IgnitionOne. The search spending on smartphones increased 173% in the second quarter of 2014 compared to the second quarter of 2013. In that same period, advertisers increased their search spending on tablet ads 47%.
IgnitionOne releases a quarterly report that looks at the search spending trends among marketers in the United States. IgnitionOne has tracked more than 106 billion impressions and more than 3.2 billion clicks via these reports.
The balance between search spending on smartphones and tablets is now almost equal, with 51% being spent on tablets and 49% being spent on smartphones.
Overall, search spending was up 9% from the same quarter in 2013. Smartphones and tablets now account for 27% of the total search spending in the United States. The smartphone growth represents an acceleration from the 79% growth for search spending in the first quarter of 2014, while the search spending growth on tablets slowed from 107%.
Among search networks, Google is still king accounting for 79.1% of search spend, while Yahoo!/Bing represents 20.9%. Yahoo!/Bing lost 2% of its market share, decreasing from 22.9% in the first quarter, following several quarters of modest growth.
Google’s Product Listing Ads comprise 32% of total search spend, 34% of total clicks and 27% of total impressions for marketers who use both PLAs and paid search. Product Listing Ads feature product images and prices from merchants prominently in the central area of a Google search results page. They replaced free comparison shopping listings
Facebook’s ad exchange, FBX, now accounts for 18% of display ad spending, up from just 8% in the second quarter of 2013.
“Our clients closely track ROI and will follow results when deciding where to spend their next dollar,” says Roger Barnette, president of IgnitionOne. "It is because of this sophistication we are seeing the shifts in budget toward the most efficient performance areas like smartphones and FBX for their additional budgets.”