Insert in final graph, after third sentence: Android is a trademark of
Google Inc.
The corrected release reads:
ADOBE DATA FINDS MOBILE SEARCH AND FACEBOOK ENGAGEMENT BOOMING
Adobe Systems Incorporated (Nasdaq:ADBE) today released findings from
its Adobe®
Digital Index report focused on digital advertising industry
insights for Q3 2012, as well as an outlook through Q1 2013. Each year,
Adobe analyzes advertiser and user behavior from more than $2 billion in
annualized spend under management. Based on the report, overall paid
search among advertisers continues to grow across geographies, largely
due to increasing mobile traffic, but Cost per Click (CPC), conversion
rates and return on investment (ROI) varies across PCs, tablet devices
and smartphones. Additionally, the report found that brand engagement on
Facebook is growing rapidly, making it a valuable social advertising
channel to reach consumers.
Key Report Findings for Q3 2012
Search advertising maintained steady growth in the United States, the
U.K. and Germany, but increased traffic across mobile devices shifted
search spend to tablets and smartphones, which altered CPCs –
especially for Google. U.S. search spend grew by 11 percent Year over
Year (YoY) while ROI improved by 26 percent. Additionally, growth
rates for search spend in the U.K. and Germany rose 36 percent and 25
percent, respectively.
Facebook brand engagement grew by 896 percent YoY, resulting in
continued fan growth. Mobile users account for nearly one quarter of
all Facebook engagement (e.g., Likes, comments and shares).
Google CPCs decreased by 10 percent YoY, which is likely attributed to
an increasing share of mobile clicks, where CPCs are less expensive.
Conversion rates by mobile operating system are becoming more
important due to continued growth in mobile search traffic. Comparison
of iOS versus Android™ device traffic reveals nearly twice the
monetization advantage for iOS. This indicates that optimizing mobile
search spend by device offers marketers the opportunity to drive
greater ROI.
Outlook for Q4 2012 – Q1 2013
Based on a client index from the past three quarters (beginning in Q4
2011), some key trends are developing:
Search spend in the United States and Europe is expected to continue
rising, especially in the retail segment given robust channel growth,
high ROI and the upcoming holiday season. Growth rates of 15 to 20
percent in both the United States and Europe are projected along with
increased CPCs in Q4 due to retail seasonality and Google Shopping
having transitioned to a paid model.1
Mobile traffic is anticipated to maintain steady growth with one in
five paid search clicks originating from a tablet or smartphone.
Marketers will presumably place increased emphasis on driving mobile
traffic to their site by tailoring campaigns for specific mobile
operating systems (iOS and Android).
Engagement on Facebook is expected to surge in Q4 as brands continue
to invest in social marketing and take advantage of the latest
Facebook platform changes (e.g., Timeline) to target consumers.
Quote
David Karnstedt, senior vice president, Media and Advertising Solutions, Digital
Marketing Business, Adobe
"Mobile and social continue to play key roles in digital marketing
growth. Smart marketers are activating this data; taking advantage of
opportunities such as advertising on smartphones and tablets as well
as capitalizing on Facebook's platform changes to reach customers in a
more personalized way. By strategically adding these elements,
marketers exponentially increase their overall ROI and can then
accurately attribute value to each channel."
Global Digital Advertising Update Methodology
Full details of the Q3
2012 Global Digital Advertising Update, including other Adobe
Digital Index reports, can be downloaded here
or at CMO.com.
The analysis of digital marketing and Facebook performance is based on
data derived from Adobe
AdLens™ and Adobe
Social. Data is based on a client index across key verticals,
including retail, entertainment, CPG, automotive, and financial services.
Adobe Digital Index publishes research on digital marketing and other
topics of interest to senior marketing and e-commerce executives across
industries. Research is based on the analysis of select, anonymous and
aggregated data from over 5,000 companies worldwide that use Adobe
cloud-based, digital marketing technologies to obtain actionable data
and analysis of activity on their websites.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
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