I was reading the following article (http://mashable.com/2012/11/16/rich-countries-aakash-2/) about the plummeting prices of tablet computers and was wondering what the proliferation of affordable tablet computers means for digital marketing. Are tablets more akin to smartphones or laptops when it comes to CTR and ROI of ad campaigns? Certainly, with larger screens, speedier connection times and location-specific use, tablets would seem to offer a greater opportunity for digital marketers to engage these users.
I did a bit of research and came across the following article (http://www.ignitionone.com/press/tablet-users-shown-engaged-valuable-online-advertisers). It offered the statistics below:
• Tablet users are most engaged – Compared to PC users, tablet users
spent 30% more time on-site and had 20% higher Engagement Scores
(proprietary user-level scoring metric).
• U.S. search growth up almost 18% YoY - While growth was flat
quarter-over-quarter (QoQ), paid search spend in Q3 was up 17.8%
compared to the previous year. Growth was tempered by a weaker than
expected back-to-school season in retail and the continued general
weakness in the macro-economy.
• Yahoo! Bing Network spending continues to accelerate in US –
Google CPCs grew YoY for the first time in 2012 (up 7.7%) but
Yahoo!/Bing saw CPCs increase at nearly triple this at 26.1% YoY.
• Mobile and tablet advertising grows as percentage of spend –
U.S. Mobile grew to 16.3% from 14% of total search budgets with a YoY
increase in spend of 167.5%. This represents a deceleration from the
massive growth rates experienced in the first half of this year.
Figures like these must be incredibly encouraging to search engines since increasing mobile use has been a substantial drain on their revenue from paid search.
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