Search spending set for dramatic rise during Olympic Games year
Posted on Jul 27, 2012 by equimedia
Spending on paid search, search marketing and organic search is on the rise, as growing numbers of brands begin to realise the potential of the online medium.
Search spend in the UK increased by 18 per cent in the UK alone for the three months to the end of July, compared to the same quarter in 2011, according to research by Adobe.
There was also growth across the rest of Europe and the US, while spending rose by 12 per cent in Germany.
This underlines the growing appreciation of the return on investment of the online category, as marketers lavish more funds on this channel.
Tablet, smartphone and Facebook brand pages are proving an important focus for the industry too.
Traffic on tablet and smartphones is expected to represent 20 per cent of all online traffic by the end of the year. It is also expected to represent between 16 and 20 per cent of all search spend by the end of this year.
Adobe senior vice president of media and marketing solutions David Karnstedt explained: "With accelerated consumer adoption of tablets and smartphones, as well as social marketing growth, marketers are shifting to adopt a multi-channel digital advertising approach to reach their target audiences. Advertisers should be cognisant of the next generation of digital marketing to better measure, manage and optimise their marketing investments for maximum return."
The figures are even more impressive for Facebook though, with forecasts for the social networking site showing reassuring signs that there was justification for its floatation on the stock market earlier this year.
Brand pages are estimated to grow by 45 per cent by the end of 2012, offering a glimmer of where long-term monetisation could lie.
Innovation across the Facebook is expected to be key here. Adobe's report points out that consumer engagement may see a boost from adapted timelines and measurement for brands.
