Kenshoo’s study of digital media spending trends indicates that internet search mostly has become a mobile-first experience as consumers shift their online time to smartphones. That shift means that marketers must tailor their websites for mobile viewing, especially since search giant Google in July 1 began prioritizing mobile versions of new websites over their desktop counterparts. A 7% gain in search ad spending in Q3 bodes well for Q4, when marketers typically boost media budgets to reach holiday shoppers, per Kenshoo.

The research on e-commerce advertising confirms Amazon’s most recent quarterly earnings report that showed a 45% jump in revenue from its “other” category that mostly comprises ad sales — although CFO Brian Olsavsky hinted that ad growth was higher than that. Amazon’s revenue from search ads are forecast to jump 65% to $11.7 billion by 2021 from this year as the e-commerce giant takes a bigger slice of Google’s and Facebook’s market share in the U.S., eMarketer predicts. While Walmart, Target, eBay and Pinterest generate revenue from search ads, their combined market share is less than 4% of the total, per eMarketer.

Kenshoo’s findings were derived from 15 straight months of performance data from more than 3,000 advertiser and agency accounts. The company gathered data on 500 billion impressions, 13 billion clicks and $5.5 billion in advertiser spending. Its data is derived from spending on Google, Microsoft, Baidu, Yandex, Yahoo! Japan, Verizon Media, Amazon, Apple Search Ads, Pinterest, Snapchat, Facebook, Instagram and the Facebook Audience Network.




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