Not surprisingly, search advertisers looked to take advantage of mobile’s growing role in the retail space by increasing their spending on mobile devices by a significant degree in Q4, according to a new report from IgnitionOne. Search ad spending on smartphones soared by 253% year-over-year, while spending on tablets grew by a relatively smaller 82%, as advertisers’ targeting options were limited by Enhanced Campaigns. Click-through-rates (CTRs) increased on each device.
Tablets saw a 27% bump in impressions and a 49% increase in clicks, and CTRs grew by 17% year-over-year. Smartphones had a similar rise in CTR (15%) amidst large increases in impressions (251%) and clicks (306%).
While spending increases were far larger for smartphones than tablets, a majority 63% of mobile search spending went to tablets in Q4. (A recent report from IBM indicated that tablets were responsible for more than twice as much online sales share as smartphones during Q4.) Read the rest at MarketingCharts.