Digital advertising continues to show strong growth across all channels. Search remains the primary driver of ROI, and as mobile and tablet traffic increases 400% annually, advertisers will increase their search investments across devices. This will lead search on devices to grow as quickly as social media, positively impacting global search spending growth.

1. Digital advertising
continues to show growth across all channels
Search still remains the biggest driver of ROI. As traffic on mobile and tablet devices
increases 400% in a year, advertisers will increase their search investments across
devices. Thus, search on devices will advance as quickly as social, and will positively
influence growth in search spend globally.
Look no further Google to rule them all
than search
UK DE
Q1 2011 Q1 2012 (US) Q1 2012 (UK)
US & UK overall search spend & ROI
Search spend increased 16% YoY in the US and 3% YoY in the UK.
Google Bing/Yahoo
FR JP AU
Market share by country
Google continues to dominate the search space despite suffering
Indexed Q1 2011 = 100 percent Bing/Yahoo Google
its first loss in market share since Q1 2011. The trend in France is
similar to that of the UK with Google growing YoY at Bing/Yahoo’s
US CPC trends expense. In Germany, however, Google has significant market share
Bing/Yahoo CPCs continue to rise, reaching an 18% increase YoY. relative to last year with a 1.6% YoY gain. Japan is much more evenly
Conversely, Google shows decreases in CPCs since last quarter split between Bing/Yahoo and Google.
and down 5% YoY.
Keep in touch with mobile and tablet trends
United United
States Kingdom
U.S. mobile spend and forecasts U.S. vs. U.K. mobile spend
In the U.S., overall spend on mobile devices reached 7.65% in Q1, Mobile spend in the U.K. is higher than in the U.S.
on pace to be 15 to 20% of search spend by the end of 2012. (11 percent in the U.K. vs. 8% in the U.S.).
U.S. mobile and
tablet spend
Spend on tablets now
exceeds smart phones,
with the inflection
point that occurred
in October 2011.
05.11 06.11 07.11 08.11 09.11 10.11 11.11 12.11 01.12 02.12 03.12
Mobile Tablet
US mobile US mobile
UK mobile UK mobile
US tablet US tablet
UK tablet UK tablet
U.S. and U.K. CPC rates U.S. and U.K. Conversion rates
Mobile & tablet vs. desktop Mobile & tablet vs. desktop
From clicks to “Likes,” Facebook is still fertile
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Facebook growth rate Facebook CPC rates Facebook engagement
Brands continue to acquire fans at Facebook CPC rates have continued to Facebook post engagement increased
significant growth rates and are increase by 40% quarter over quarter. by 176% YoY. The most significant
on pace to double fan bases in rise in engagement rates was seen
the next 14 months. immediately after the release of
Timeline for brands.