Adobe Digital Index Release: Q3 Digital Advertising Report

Adobe Digital Index Release: Q3 Digital Advertising Report.

By Matt Langie, Vice President of Strategic Marketing, Adobe Systems

On October 15, 2014, Adobe released the Q3 Digital Advertising Report that focuses on search and social trends. Adobe looked at 100’s of billions of impressions and visits in Adobe Analytics, Media Optimizer and Adobe Social to produce some interesting findings. Below are some of the key insights:

1. Google’s search ad business performed well. Ad costs remained stable

  • Global search spend is up 22% year-on-year.
  • Google’s share of search spend is down 1% year-on-year from 71% to 70%.
  • Google CTRs grew 14% year-on-year.
  • Google CPC is up 4% year-on-year.

2. Google Shopping Ads outperformed search engine marketing spend

  • Google Shopping ad spend growth is up 35% year-on-year.

3. Facebook is becoming a “pay-to-play” for brands

  • Changes to Facebook’s algorithm led to a 50% decrease in organic post impressions, but also to a 5% increase in paid impressions.
  • Media companies had largest growth in Facebook postings, up 100% year-on-year.
  • Retail had largest increase in post interactions, up 13% year-on-year.

4. Google remains the dominant source of web traffic referrals, but Bing is referring higher quality traffic to retailers.

  • More than 25% of all browser visits to websites are referred from Google.
  • Bing is driving higher quality (higher RPV) traffic than Google, Facebook.

You can read the related CMO Article here: ADI: For Web Site Traffic, Bing Brings The Bling

The Full Report can be found here: Q3 Global Digital Advertising Report

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