Last week, Adobe Digital Marketing released their Q2 2012 Global Digital Advertising Update, which evaluates digital advertising activity for Q2 2012 and predicts trends for search spend growth for the remainder of the year. The report also specifies how the recent changes made to Facebook such as Timeline are improving fan engagement.
Facebook engagement rate growth
As Facebook continues to make improvements and as marketers make use of the platform for social marketing, consumer engagement on Facebook has increased significantly. In fact, engagement among brands grew by 60% over Q1 and 338% year over year as seen in the figure below:
In the first six months of 2012, brands continued to invest in Facebook as an advertising channel to drive fan growth: Brand investment increased 21% compared to Q1 and 84% year over year worldwide.
Search spend among advertisers remains strong with a growing emphasis on mobile devices.
- Search spend among digital marketers grew by 13% in the U.S and 18% in the U.K.
- ROI improved by 23% in the U.S and 5% in the U.K.
Search spend on tablets offers the most attractive opportunities
There are significant opportunities for marketers to drive higher ROI by optimising spend to across mobile devices, as overall tablet conversion rates were approximately 20% higher than those of desktop across industries. Also, smartphone conversion rates were approximately 42% points lower than desktop conversion rates:
Download the entire report here.