Study: Digital marketing mobilizes in Q2

San Francisco – Digital marketers are mobilizing their efforts. According to a new study from marketing software provider Kenshoo, phone and tablet-based year-over-year (YoY) spending globally increased 167% for paid social ads and 37% for paid search in second quarter 2015.



In addition, mobile comprised 63% of paid global social spend (up from 51% the previous year) and 38% of paid search spend (up from 31%). Importantly for marketers, cost-per-click (CPC) for social and search declined quarter-over-quarter (QoQ) (-12% and -4% respectively) and YoY (-7% and -5% respectively), showing greater efficiencies across channels and devices.



More key findings in the research:



• Social impressions remained stable QoQ and decreased 64% YoY.

• Social clicks increased 45% QoQ and 129% YoY.

• Social click-through rate increased 44% QoQ and 535% YoY.

• Paid search impressions increased 14% QoQ and 12% YoY.

• Paid search clicks increased 9% QoQ and 17% YoY.

• Paid search click-through rate decreased 4% QoQ but increased 4% YoY.



In the Americas, smartphone spend and clicks increased 77% and 79% YoY respectively.