Marin: Search Spend And Click Volume On Tablet Ads Rising

In just the last few months, the percentage of search ads being clicked on tablets, and the percentage of spend dedicated to the devices, has grown by several points. That’s according to the latest report by Marin Software, which regularly examines trends among all the ads placed by its 1,500 clients.

When it comes to click share and spend share, ads on smartphones remained the same between March and June 2012, but tablets grew from 6% click share in March to 8% in June, taking clicks from computers. Spend share for tablets grew from 5% in March to 7% in June, while smartphones remained static at 7% of spend.

Together, smartphone and tablet devices accounted for 18% of clicks and a respectable 14% of spend during June.

 

Meanwhile, click-through rates on tablets inched up from 3.05% in March to 3.22% in June. Cost per click also grew in the same period, going from $0.60 on tablets to $0.64. Notably, both smartphones and tablets boast higher click-through rates at a lower cost-per-click, as compared to desktop and laptop computers.

 Marin attributed the tablet increases to growth in consumer adoption, and suggested all advertisers consider whether targeting to smartphones or tablets would allow them to better reach their target audience.

Related Topics: Channel: Search Marketing | Mobile Marketing | Search Marketing | Top News

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About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

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  • http://twitter.com/ENewsMan E! Man

    I’m not surprised in the least to read this (and other studies) showing that mobile ad spend is increasing in lockstep with mobile ad effectiveness. I just think its important to acknowledge a main contributing factor behind this growth. Certainly, the popularity of the mobile platforms of the modern era (tablets, smartphones, etc.) are vital in this growth, but advertiser shrewdness cannot be discounted. In terms of relevant mobile messaging, which underpins most successful mobile ad campaigns today, there was an excellent post about this phenomenon on the Airpush blog recently – a great follow up to this story worth reading! http://www.airpush.com/blog/redesigning-messaging-relevance-how-we-grew-to-2/

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