Marin: Search Spend And Click Volume On Tablet Ads Rising

Jul 12, 2012 at 2:06pm ET by Pamela Parker

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

About The Author: Pamela Parker is executive features editor of Marketing Land and a contributing editor for Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. See more articles by Pamela Parker

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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/