Looking at how mobile ad spend breaks down; display, video, SMS and MMS advertising increased like-for-like by 91% to £49.9m while mobile search grew by 152% to £131.6m – accounting for 72% of mobile ad spend.
IgnitionOne’s report states that overall paid search spend increased by 19% in Q4 YoY, with November driving much of the spend growth compared to December in 2011. Compared to Q4 2011 there were also increases in impressions (up 19%) and clicks (6%).
In terms of market share, the Yahoo Bing Network accounted for 24% of US search spend, it’s biggest share since Q1 2009, compared to 76% for Google. The former achieved a 48% increase in spend year-on-year compared to Google’s 12%, though that’s obviously from a much smaller base.
Quarterly percentage of advertising spend by engine
The report also focuses on the retail industry, revealing that search spend increased by 7% YoY. Retail search also saw above average YoY increases for impressions (28%) and clicks (10%).
IgnitionOne’s data comes from more than 94bn impressions and more than 2.5bn clicks on Google and Yahoo/Bing search networks, Google AdEx, and other display networks from January 1 2006 through to December 31 2012.