Adobe Systems Incorporated : Adobe Finds Search Advertising Spend Continues to Climb With Untapped Opportunity in Mobile
07/25/2012| 12:05am US/Eastern
Digital Advertising Findings and Outlook Derived from Q2 2012 Global
Digital Advertising Update
Systems Incorporated (Nasdaq:ADBE) today released findings from its Adobe®
Digital Index report focused on digital advertising industry
insights for Q2 2012, plus an outlook for the remainder of the year.
Each year, Adobe analyzes advertiser and user behavior from more than
$2.5 billion in annualized spend under management. According to the
report, search spend among advertisers remains strong with a growing
emphasis on mobile devices as tablet conversion rates surpass desktop
conversion rates. Additionally, the report shows that consumer
engagement on Facebook has increased dramatically as marketers find ways
to utilize improvements to Facebook's platform.
Key Report Findings for Q2 2012
Search advertising continued to grow in both the United States and
Europe, representing a key channel for digital marketers. Search spend
in the United States grew by 13 percent Year over Year (YoY) while ROI
steadily improved. Additionally, growth rates for search spend were
strong in the UK and Germany, representing an 18 percent and 12
percent increase, respectively, YoY.
Mobile traffic, notably from tablets, continued to demonstrate a
significant opportunity for advertisers. While tablet Cost Per Click
(CPC) remained lower than desktop CPCs, conversion rates were 20
percent higher. This indicates there are significant opportunities for
marketers to increase ROI by shifting advertising spend to tablet
Brands continued to invest heavily in Facebook to drive fan growth,
which grew by 21 percent Quarter over Quarter (QoQ) and 84 percent YoY
worldwide. Facebook engagement among brands also grew by 60 percent
QoQ and 338 percent YoY.
Outlook for Q3-Q4 2012
Based on a client index from the past three quarters (beginning in Q3
2011), some key trends are emerging:
Search spend in the United States is expected to increase at a rate of
10 to 15 percent YoY. If digital advertising continues to be robust,
we can expect 15 percent growth in both the UK and Germany, two of
Europe's biggest digital markets.
Tablet and smartphone traffic (projected to represent 16 to 20 percent
of all search spend by year's end) is estimated to represent 20
percent of all online traffic by the end of the year. Additionally,
marketers are likely to allocate more search spend to mobile,
especially tablets, to increase return on advertising investment.
Facebook brand pages are estimated to grow an additional 45 percent by
the end of 2012 - which could help brands boost consumer engagement.
This will likely be attributed to changes in the Facebook platform,
such as Facebook timelines for brands, and Facebook measurement.
David Karnstedt, senior vice president, Media and Advertising Solutions, Digital
Marketing Business, Adobe
"With accelerated consumer adoption of tablets and smartphones, as
well as social marketing growth, marketers are shifting to adopt a
multi-channel digital advertising approach to reach their target
audiences. Advertisers should be cognizant of the next generation of
digital marketing to better measure, manage and optimize their
marketing investments for maximum return."
Global Digital Advertising Update Methodology
Full details of the Q2
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, part of the Adobe
Digital Marketing Suite. Data is based on a client index across key
verticals including retail, entertainment, CPG, automotive and finance.
About Adobe Digital Index
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 the Adobe
Digital Marketing Suite, powered by Adobe technology and solutions, to
obtain real-time data and analysis of activity on their websites.
About the Adobe Digital Marketing Suite
The Adobe Digital Marketing Suite offers an integrated and open platform
for online business optimization, a strategy for using customer insight
to drive innovation throughout the business and enhance marketing
efficiency. The Suite consists of integrated applications to collect and
unleash the power of customer insight to optimize customer acquisition,
conversion and retention efforts as well as the creation and
distribution of content. For example, using the Suite, marketers can
identify the most effective marketing strategies and ad placements as
well as create relevant, personalized and consistent customer
experiences across digital marketing channels, such as onsite, display,
e-mail, social, video and mobile. The Suite enables marketers to make
quick adjustments, automate certain customer interactions and better
maximize marketing ROI, which, ultimately, can positively impact the
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2012 Adobe Systems Incorporated. All rights reserved. Adobe, the Adobe
logo, and Adobe AdLens are either registered trademarks or trademarks of
Adobe Systems Incorporated in the United States and/or other countries.
All other trademarks are the property of their respective owners.
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Adobe Systems Incorporated
Craig Corica, 408-832-5389
Jennifer Stephens Acree, 310-780-3331
© Business Wire 2012