Covario: Mobile Search for Electronics, Retail in Growth Mode

Covario Mobile Search for Electronics, Retail in Growth ModeDevices with smart search features and voice-assisted services are luring more dollars into mobile search engines, apps, and Web sites.

That’s the bottom line according to Covario, one of the world’s top search marketing agencies.

“Covario’s high-tech consumer electronics and retail clients spent nearly twice as much on mobile search ads in Q2 2014, as they did in the year-ago quarter,” says a recent write-up at MediaPost.

Overall, mobile advertising grew 98 percent in the quarter, compared with the prior year, and 6 percent when examined sequentially.

Mobile search advertising by Covario clients contributed 25 percent to total global search investments. The gap between ad spend on mobile devices narrowed compared with the prior quarter, with 38 percent of Q2 budgets going toward smartphones and 62 percent designated for tablets. Media spend by device gave 75 percent to desktop, 15 percent to tablets and 10 percent to smartphones.

Who’s getting the clicks?

The research shows that globally, Google garnered 73 percent of impressions, 60 percent of clicks and 86 percent of budgets.

eMarketer estimates that Google will remain top dog, with more than half of mobile advertising dollars worldwide coming its way, based on the movement of more ad dollars to search.

In fact, about 50.2 percent of the net mobile Internet ad revenue share worldwide in 2014 will belong to Google. Facebook is expected to garner 22.3 percent, and Twitter 2.8 percent.