IgnitionOne's 2016 Digital Marketing Report for Q3 shows that U.S. paid search spend is down 4% year-over-year, part of a slip started two quarters ago.Mobile search spend, however, is up 14% and the report expects this upsurge to increase, but at a slower pace, as mobile marketing continues to mature.
Paid search marketing is when companies advertise within the sponsored listings on search engines like Google and Yahoo or pay individual sites every time a web ad is clicked (pay-per-click) or displayed (cost-per-impression).
Facebooks's programmatic display spend (data-based, highly targeted, automatic ad buys and placements) was down 22% in advance of FBX closing down in November, leaving Google to post a 32% gain in display spend. FBX lets advertisers buy ads that retarget users when they sign on to Facebook.
Google's paid search spend was down 4%. Expanded text ad offering was not the boon that many expected it to be.
“We’re essentially in the ‘space age’ of digital marketing,” Will Margiloff, CEO of IgnitionOne, said. “Traditional digital channels like search and display have achieved a level of stability that allows marketers to look to the proverbial sky in terms of innovations and new ways to improve results."
The report noted an 8% increase year-over-year in visitors to websites of a range of global clients. By comparison, mobile visitors were up 23% and mobile interactions posted a 27% gain.
IgnitionOne manages more than $1.5 billion in digital spend and produces the longest, continuously running report on digital marketing trends. Download their data here: www.ignitionone.com/thought-leadership/
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