IgnitionOne, providing marketing technology for advertisers, just released its Q1 2016 Digital Marketing Report, which highlights current trends within digital advertising. Mobile continues a strong growth path with a large jump in impressions at 19% year-on-year.
Indeed, mobile is a driver in paid search metrics, with phone spend increasing 43% the year over. However, this change came at a decreased CPC of 23%. Impressions (73%) and clicks (86%) were also up for smartphones.
Mobile search spend is up in Q1 2016
The report also found that mobile search spend was highest for phones at 66% compared to 34% on tablets.
Phones rule search spend
The share of display spend decreased slightly to 83% from 84% during the last quarter. Smartphones dominated the mobile display market as mobile marketing has become more sophisticated and efficient. Smartphones continue to be leading the mobile display market. In terms of operating system, Android led at 51%. iOS was down from 57% during the last quarter to 49%.
Mobile display saw a slight drop for phones year-on-year
Overall, mobile device users drove EU website visits to 35% in the first quarter of this year. Desktop still outranks mobile.
Desktop still top for website clicks