Strong Quarter for Digital Ads Led by Mobile Search and Programmatic Display
Q2 2013 Digital Marketing Report by IgnitionOne Highlights Growth and Trends
in Digital Marketing
NEW YORK, June 26, 2013 (GLOBE NEWSWIRE) -- Research by IgnitionOne, a global
leader in cloud-based digital marketing technology, revealed that year over
year (YoY) paid search spend for tablets and smartphones are up 116% and 106%,
respectively, in the US.
The report, which highlights trends across digital advertising, also revealed
that US programmatic display spend increased 130% for retail advertising and
156% for travel advertising YoY in Q4. Both verticals saw average clearing
prices exceeding two dollars.
These figures are released quarterly by IgnitionOne, which powers more than
$30 billion in revenue each year for leading brands through digital marketing
Key findings in the report:
*US search spend grows year over year (YoY) – Search spend in Q2 was up 7%
when compared to Q2 2012. This is an acceleration over the YoY growth rate
of last quarter.
*US retail sees strong growth in paid search – Retailers saw robust growth
in activity and spend in Q2. Impressions were up 24% and search spend
increased 18% YoY.
*Huge increases in mobile advertising continue – US Mobile devices saw a
triple-digit increase in spend for both smartphones and tablets with a
106% and 116% YoY increases, respectively.
*Programmatic Display - US programmatic display had an impressive showing
in Q2 for retail and travel. These verticals saw spend increase 130% for
retail and 156% for travel YoY in Q2. The average clearing price in Q2 for
retail was $2.07 and for travel, $2.41.
*Google Enhanced Campaigns –In these early days of the migration to
Enhanced Campaigns, we are seeing a jump in both cost and CPCs. Presumably
this is driven by two main factors, an increase in competition in the
mobile and tablet space as well as a loss of granular/ keyword level
control of the mobile and tablet channels.
"Though traditional paid search continues to mature as a channel, we still see
growth in this quarter and we expect that to continue moving forward," said
Roger Barnette, President of IgnitionOne. "Newer channels like mobile
advertising and programmatic display are where we are seeing the greatest
increases in spend as marketers continue to innovate to reach their
This report is the latest in a series of reports from IgnitionOne, reviewing
trends across the online advertising landscape. This and previous quarterly
reports can be downloaded at http://bit.ly/ignitiononeresearch
IgnitionOne^® is a global leader in cloud-based digital marketing technology
providing a world-class proprietary platform and expert services to improve
digital marketing performance. IgnitionOne's integrated Digital Marketing
Suite^SM (DMS) empowers marketers to centralize, manage and optimize digital
media across Search, Display, Social and Mobile, and understand cross channel
attribution, while helping to optimize conversions on a marketer's website
through Marketing Automation. At the core of IgnitionOne's solutions is the
proprietary Engagement Scoring Algorithm which determines the value of a user
in order to deliver the right message, at the right time, at the right cost,
to a marketer's users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries
and powers more than $30 billion in revenue each year for leading brands,
including General Motors, DIRECTV, Ann Taylor, La Quinta, Travel Guard and
Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
For more information, please visit http://www.ignitionone.com, follow the
company on Twitter @ignitionone or visit the blog at
CONTACT: Joe LaSala
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