Category news stream

Online & Mobile > Paid Search

Direct Media Response Rate, CPA & ROI Benchmarks in 2017

June 26, 2017

The Data & Marketing Association (DMA) - in conjunction with Demand Metric - has released its latest Response Rate Report, an in-depth study of direct marketing. With direct marketers' use of multiple channels on the rise, the report takes a look at several types, providing performance and cost benchmarks. Read more »

State of Marketing Report Shows Growing Use of Various Channels, Troubles With Message Personalization

June 21, 2017

Salesforce Research has released its 4th annual "State of Marketing" report [download page], surveying the landscape of the evolving function. While the study covers several different areas, one particular takeaway underscores the rate of change, at least in channel usage: marketing leaders responding to the survey estimated that on average, one-third of their budgets are spent on channels they didn't know existed 5 years ago. Read more »

European Online Ad Spend Continues Double-Digit Growth

June 1, 2017

Online ad spend grew by 12.2% last year to reach €41.8 billion, with 20 markets registering double-digit growth for the third consecutive years, reports IAB Europe in its latest AdEx Benchmark study. The UK remains Europe's largest advertising market (€14.2B), accounting for more than one-third of all regional spend. Read more »

B2B Marketers Keep the Focus on Content

May 15, 2017

There's no content fatigue setting in among B2B marketers, according to the 2017 Digital Trends in B2B [download page] report from Econsultancy and Adobe. Not only is content marketing by far the top digital priority for B2B marketers this year, but it's also the discipline most likely to get a spending hike this year. Read more »

Audience Monetization: Who’s Doing it Best? (Hint: Google > Facebook)

May 10, 2017

Google alone commands around 15% of the world's media advertising revenues, an extraordinary figure. Facebook is the second-largest media owner, according to a recent analysis, itself capturing about 5% of worldwide media ad spend. How are they doing so well? They're monetizing their audiences better than other online properties, per estimates from Ampere Analysis. Read more »

US Retailers Are Now Getting A Majority of Their Google Search Ad Clicks From PLAs

May 8, 2017

Just recently we reported that retailers last year for the first time spent more on Google shopping ads than on text ads. Now, data from Merkle [download page] indicates that in the first quarter of this year, product listing ads (PLAs) crossed the majority threshold of Google search ad clicks for US retailers, climbing to 52% of all clicks. Read more »

Mobile Gains Primacy in US Digital Advertising: 3 Takeaways

May 3, 2017

By now you've probably heard the news: in their latest internet advertising revenue report [pdf] - covering 2016 - the IAB and PwC have revealed that mobile (finally) captured a majority share of advertising revenues. Here are 3 takeaways from the report's findings. Read more »

Mobile Marketing ROI Has Come A Long Way in the Past Decade, But Email’s Still Tops

April 25, 2017

Email marketing continues to provide the best ROI of any digital channel, closely followed by SEO, according to Adestra and Econsultancy in their latest Email Marketing Industry Census [download page]. The survey of almost 700 in-house marketers - the majority of whom are UK-based - found close to three-quarters (73%) reporting that email offers a good or excellent return on investment, with SEO (72%) also highly regarded. Read more »

Smartphone Share of US Site Visits in 2016, by Industry

April 10, 2017

Smartphones once again ramped up their influence last year as devices used to visit websites, with their share of visits growing across key industries, reports Adobe Digital Index in its latest "Best of the Best" report. The devices' largest share of site visits was again in the Media & Entertainment sector, where they grew to account for 42.1% of all traffic in the US last year. Read more »

Marketers More Confident Measuring ROI From Paid Search & Email Than Other Digital Channels

April 5, 2017

Measuring the ROI of marketing and advertising efforts has been a consistent obstacle for some time, brought to light by greater pressures from the C-suite to prove marketing's value. Digital advertising - for all its growth - hasn't been spared this challenge, but some channels seem easier to measure than others. Indeed, respondents to SEMPO's latest State of Search Report seem relatively confident in their ability to measure the ROI from paid search and email. Read more »