Tablets See Surge in Paid Search Advertising

Tablets are the biggest thing going in paid search advertising today. That much is clear from a new report published Thursday by Marin Software.

The provider of a digital ad management platform for advertisers and agencies, Marin Software said today that its U.S. Online Advertising Quarterly Report shows that the share of paid search spend on iPad and tablet devices increased 40 percent quarter over quarter.

Consumer adoption and favorable performance characteristics drove higher investment among paid search advertisers in tablets. According to the report, the share of clicks resulting from smart phone and tablets grew from 14 to 18 percent during Q2.

The Marin Global Online Advertising Index is comprised of data from more than 1500 large-scale advertisers and agencies that collectively spend in excess of $3.5 billion annually on biddable media through the Marin platform.

“Compared to ads shown on desktop and laptop computers,” the report reads, “paid search ads on tablet devices continue to show favorable performance levels. The cost per click (CPC) for paid search ads run on tablets is 18 percent lower than that of ads run on computers.”

“Right now, advertisers are getting the best of both worlds on tablets. The combination of high user engagement and favorable ad performance characteristics is a win-win for marketers,” said Matt Lawson, Vice President of Marketing and Partnerships at Marin Software. “To capitalize on the window of opportunity savvy advertisers will become more device conscious, implementing campaigns directly targeted at tablet users. Revenue acquisition management platforms like Marin Software will be key in facilitating advertisers’ cross-device campaigns.”