It’s widely recognised that spend on paid social and search marketing is on the up, but a new infographic has shed light on mobile’s role in boosting these figures.
Kenshoo’s review of 550 billion impressions and 11 billion clicks obtained by its agency and advertiser clients shows social ad spend rising 112% year on year alongside a 159% uptick in mobile investment.
For paid search - a more mature channel - annual spend has risen 8%, driven by a 66% increase in budgets from advertisers targeting smartphone and tablet users.
Year-on-year rises have also been witnessed in click-through rates across search advertising and social, lifting 12% and 174% respectively, with those representing cross-device ad specialist Kenshoo highlighting the effect delivered by mobile.
“As consumers spend more of their time on mobile devices, marketers are developing increasingly better optimised campaigns to make the most of the opportunity,” said Rob Coyne, Kenshoo’s MD for EMEA.
“Looking ahead, we expect to see these trends continue into the fourth quarter as retailers intensify their digital marketing activity over the holiday shopping season.”
An infographic from the group shows the progress made by the two channels in Q3.