SOURCE: Marin Software

Marin Software

January 19, 2012 05:00 ET

Marin Software Reports 49% Increase in UK Mobile Paid Search Click Share During Q4

Quarterly Report Reveals Smartphone and Tablet Click Share Reaches 12%, Whilst Spend Share Reaches 7.5% in December

LONDON--(Marketwire - Jan 19, 2012) - Marin Software, provider of the leading online advertising management platform for advertisers and agencies, today released the findings of its Quarterly UK Online Advertising Report, which finds mobile and tablet users accounted for 12 percent of all UK paid search clicks in December 2011. This represents a 49 percent increase in click share as a percentage of the total since October 2011. Over the same period, spend share of mobile and tablet devices increased by 29 percent to a 7.5 percent share of overall search spend.

Marin Software's UK Online Advertising Analysis consists of key trends and statistics from the UK uncovered through an examination of the Marin Global Online Advertising Index. The Marin Global Online Advertising Index is comprised of data from more than 1,100 large-scale advertisers and agencies that collectively spend in excess of $2.7 billion annually on biddable media through the Marin platform.

Paid Search Key Findings:

  • During December 2011, 12 percent of all paid search clicks in the UK were made either on a tablet or a smartphone, with 88% of all clicks originating from a desktop computer. This represents a 49% increase in mobile click share since October.
  • Share of search spend through December 2011 on smartphones and tablets represented a total of 7.5 percent whilst desktops clicks accounted for 92.5 percent of paid search spend.
  • The disparity between mobile click share (12 percent) and mobile spend share (7.5 percent) highlights favourable performance conditions for mobile advertisers. Relative to desktop search, volumes are growing faster than budgets, resulting in less expensive clicks on mobile campaigns.
  • Across all devices, paid search click volumes increased 43 percent, click-through rates (CTR) increased 24 percent and cost per click (CPC) decreased 5 percent during Q4 2011 on a year over year basis. The combination of improving CTRs and declining CPCs, point to significant efficiency gains for advertisers over the past year.

"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."

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