“Display ad spending may be about to outpace search this year in the US, but in many markets, search is still in the lead — and expected to stay there.”
That’s the take from eMarketer, which also notes that 2015 research indicates marketers around the world plan to up search spending in 2016.
“AdMedia Partners surveyed marketers in Q4 of last year about their plans for digital media spending in 2016,” according to eMarketer. “Though newer areas like programmatic buying and native advertising were more commonly expected to enjoy large budget increases in the coming year, marketers expected to put more new dollars toward search than display formats.”
In fact, 20 percent of respondents said they planned to add between 10 and 15 percent to current search budgets for the coming year.
Mobile is where more and more search is taking place and is also expected to see bigger budget increases in 2016.
“Mobile accounts for a significant share of paid search clicks and ad spending around the world, according to data from Kenshoo about the digital marketing technology company’s clients,” according to eMarketer.
More than 50 percent of all clicks on paid search ads in the Americas and Asia-Pacific came from mobile devices in Q3 2015. EMEA lagged just a tad behind with 46 percent of clicks coming from mobile, as well as 38 percent of spending.