IgnitionOne, a global leader in cloud-based digital marketing technology, released a Q4 2013 report today, highlighting positive growth for digital marketing. Product listing ads (PLAs) represented a significant area of growth in the final quarter of the year coinciding with the holiday shopping season.
The report also focuses on the growth of search advertising on mobile devices and other paid search trends
Digital marketing figures are released quarterly by IgnitionOne, which manages more than $1.5 billion in online advertising.
Key findings in the report:
• 2013 ends with a strong Q4 for search – Ending with a robust holiday shopping season, US search saw advertising spend up 12% YoY in Q4.
• Tablet growth normalizes while smartphones soar – Spending growth YoY for tablets is up 82% while smartphones spend is up 253%. The normalization for tablets is likely due to Enhanced Campaigns limiting targeting for the device type, which many advertisers had already been invested heavily in Q4 2012.
• Yahoo! Bing Network holds on to share – The Yahoo! Bing Network held its ground in Q4, with 22.7% of spend vs. Google’s 77.3%, just a hair up from last quarter’s 22.6%.
• Product Listing Ads (PLAs) grow in prominence – For US advertisers who leverage PLAs Q4 impressions for the ad product grew by 380%, clicks grew by 312% and spend grew by 618% compared to Q4 2012. During Q4 for these advertisers, PLAs accounted for 10% of impressions, 13% of the clicks and 16% of the total spend. PLA growth significantly outpaced traditional search PPC ads.
“It has been over a year since PLAs were introduced to digital marketers and this quarter has proved that the ad product has come into its own,” said Roger Barnette, President of IgnitionOne. “Both marketers and consumers have found value in these ads, shown by the increase in spend as well as the increase in click-throughs compared to standard search ads.”
This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at http://bit.ly/ignitiononeresearch
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing Suite (DMS) empowers marketers to centralize, manage and optimize digital media across Search, Display, Social and Mobile, and understand cross-channel attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary Engagement Scoring Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, DIRECTV, Ann Taylor, La Quinta, and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.