Mid Q4 2013 Digital Marketing Report by IgnitionOne highlights growth in paid search, mobile and programmatic display advertising
NEW YORK – IgnitionOne, a global leader in cloud-based digital marketing technology, released a mid-quarter report today, highlighting a strong Thanksgiving weekend for digital marketing. Mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets.
The report also focuses on the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.
Digital marketing figures are released quarterly by IgnitionOne, which manages more than $1.5 billion in online advertising.
Key findings in the report:
- Mobile devices drive major growth: Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
- Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
- Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
- Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.
“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”
This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at http://bit.ly/ignitiononeresearch
IgnitionOne® is a global leader in cloud-based digital marketing technology providing a world-class proprietary platform and expert services to improve digital marketing performance. IgnitionOne’s integrated Digital Marketing Suite (DMS) empowers marketers to centralize, manage and optimize digital media across Search, Display, Social and Mobile, and understand cross-channel attribution, while helping to optimize conversions on a marketer’s website through Marketing Automation. At the core of the DMS is the proprietary Engagement Scoring Algorithm which determines the value of a user in order to automate the delivery of the right message, at the right time, at the right cost, to a marketer’s users on and off their website.
IgnitionOne currently scores over 300 million users monthly in 55 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, DIRECTV, Ann Taylor, La Quinta, and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.