IgnitionOne has revealed that there has been a notable increase of 15% in Q4 of the paid search function in the US after being in a slow decline. This new rise is thought to be accounted for by the fact generic rather than branded terms are proving more popular, which also goes to show that media marketers can still find innovative ways to push profits in this way.

Customers are at the forefront for Google, so it’s no surprise that marketers are pumping more and more dollars into spending on mobile platforms- a YoY comparison of 69%. However, now Google has made the distinction between tablet and desktop, spending has dropped on tablet marketing by around a third, 30%.

Google had a good Q4 and saw it taking home a tidy 27% of total spend, up over 40% YoY, and programming display in the US increased YoY 10%.

Relaxing of media costs on the two top platforms

It was found by Fisku DSP that in December the overall costs of media dropped on both the Android and the Apple platforms. The research also found that month on month costs were also in decline, that the market was continuing to mature in real-time, and that there had been a widespread shift in marketing strategy which focused on spending over the whole year instead of just at certain periods.

The same study also showed items like the new iPhone 7 were more likely to be sold year round instead of just in buying cycles restricted to a single season.

The findings also showed:

  • For iOS the CPM is £3.32/$4.15 whilst for Android it is £2.45/$3.06
  • The cost per purchaser (CPP) has dropped 23%, plus CPM has fallen by almost a third since Nov
  • The CPP for iOS and for Android is now quite even, though it has been growing cumulatively YoY

The absent spike which is usually seen through the December holiday period is accounted for by the fact more is being spent over the course of the year, plus the usage in this period generated much more supply of the ad inventory.

The integration of martech

A Bynder report showed that new content which has been branded appropriately is very important to get a higher, more satisfactory engagement

with the customer which leads to an increase in sales.
A high percentage (90%) of the respondents attributed success to the effectiveness of the web content such as video, banners, images and editorial pieces. It was also reported that more than three quarters struggled to meet the demands of content and were heavily dependent on peak seasonal events to generate their revenue (Mother’s Day, Back-to-School etc.).

With a strong integration of martech, ecommerce sales were possible during both quiet and peak times, and the departments responsible for marketing would feel less pressure if more content could be produced (52%) at a rate which went live quicker (58%).

Over half of the study’s respondents reported that content does improve the ‘experience’ of the brand, however one of the biggest worries is generating new ideas and getting them out to the consumer faster than their counterparts. This was also found to be true during peak times, where marketing had to be done bigger and better than others in the same field.

Paid Search

Brits went mobile this Christmas

Adobe’s Digital Index showed that just over 40% (£4.10 in every £10) of all spending in the UK last Christmas was carried out using a smartphone.

Around 60% of retailer visits were also made via a smartphone or tablet in the same period. Compare that figure with the Q2 figures of last year, and you will find that only 36% of visits were made via mobile, and only 17% of sales were made from a device.

The UK topped the world charts for buying via mobile at Christmas:

  • The US bought £3.10 on mobile for every £10 overall, with 50% of visits via mobile
  • The Nordics bought £3.00 on mobile for every £10 overall, with 49% of visits via mobile
  • Germany bought £2.70 on mobile for every £10 overall, with 44% of visits via mobile
  • France bought £2.60 on mobile for every £10 overall, with 44% of visits via mobile

Christmas 2016 was by far the strongest season ever for sales in the UK, an 11% rise from 2015 figures. The total spent online in the whole period amounted to nearly £24.5bn.

 

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