U.S. Paid Search Rises from the Ashes, Google Evolves for Consumer-Centric World

NEW YORK, Jan. 26, 2017 -- IgnitionOne, a global marketing technology and services leader, today released its Q4 2016 Digital Marketing Report, demonstrating both continuing trends and changes in digital advertising metrics. In a dramatic rebound, Q4 saw the resurrection of U.S. paid search spend, which rose 15% after several consecutive quarters of trending downward.  As Google instigates changes that prioritize consumer needs, marketers continue to barrel full speed into mobile spend, up 69% YoY.

Topics covered in the report include:

Setting the tone with Google paid search
A new intrusive interstitial penalty has proven the rise of “the age of the customer” while marketers evolve to keep up. Continued changes resulting from the addition of a 4^th ad space on mobile and additional mobile-focused innovations are keeping Google ahead of the game.

Search spend resurrected after year-long slump
After several quarters of decreased spend, U.S. Google paid search spend rises from the ashes, up 15% year-over-year (YoY). The rise in spend is in part due to a shift away from branded terms and toward more generic terms, proof that marketers are still experimenting with new ways to benefit from the channel. 

Smartphone spend skyrockets, tablet falters
Smartphone search spend increased an impressive 69% YoY, proving that marketers are still pouring their dollars into mobile. Meanwhile, as a result of revised modifiers from Google that allow marketers to separate tablet from desktop, tablet saw a decrease in spend of 30%.

Display spend increases with Google at the helm
U.S. programmatic display saw an increase in spend of 10% YoY in Q4. Google had a particularly strong quarter, up 43% YoY and taking 27% share of overall spend. 

“The idea of customer-obsessed marketing has reached a fever pitch, and we’re seeing the data that proves it,” said Will Margiloff, CEO of IgnitionOne. “Marketers are diving into mobile and focusing on personalization at every angle, while giants like Google are simultaneously sending a clear message with new policies: success means meeting the customer where they are. Increased spend across the board is proof that marketers are ready to fight for attention and results.”

The report can be accessed here.

About IgnitionOne

IgnitionOne simplifies life for marketers, allowing brands to more effectively engage with customers and make the most out of every marketing dollar through expert services and innovative technology. Our score-powered audiences and optimization drive deep insights, so marketers can reach customers across the most relevant channels with personalized, 1:1 messaging.

With a global footprint of over 450 employees in 17 offices across 10 countries, IgnitionOne is one of the largest independent marketing technology companies in the world. IgnitionOne currently scores over 300 million users monthly in 75 countries and powers more than $60 billion in revenue each year for leading brands, including General Motors, CenturyLink, Bridgestone, La Quinta and Acer, as well as advertising agencies such as 360i, GroupM and Zenith Optimedia.

For more information, please visit www.ignitionone.com, follow the company on Twitter @IgnitionOne or visit the blog at www.ignitionone.com/the-latest.

Contact:
Kendall Allen
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