NEW YORK, July 9, 2015 (GLOBE NEWSWIRE) -- IgnitionOne, a global marketing cloud leader, today released its Q2 2015 Digital Marketing Report, highlighting trends and data for digital marketing across search, programmatic display, social and mobile. The Q2 report marks the third straight quarter of strong growth for paid search spend in the U.S., up 22% year-over-year (YoY). Much of the gains in paid search were driven by growth in mobile search, with mobile phone spend up 71% YoY and growth for tablets up 22%. The report also found that programmatic display grew 33% compared to Q2 2014.
Despite gains in search market share made by Yahoo!/Bing in previous quarters, Google reclaimed much of its lost ground. Google took in 75.5% of U.S. paid search spend, as opposed to Yahoo!/Bing's 24.5%. The search giant was outpaced by Facebook in display growth, however, dropping -9% YoY compared to Facebook's 48% growth in display spend.
Key findings in the report:
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Strong search spend growth continues – U.S. paid search spend grew 22% YoY in Q2, the third quarter in a row of strong growth. Competitive pressures and mobile search growth is driving this spend increase.
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Mobile search growth continues to normalize – U.S. spending growth for tablets is up 22% and phones spend is up 71% YoY. Smartphones have seen the greatest growth and represent the majority of mobile spend this quarter with 59% of spend compared to tablets.
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Yahoo!/Bing give back market share – After three quarters of growth, the Yahoo!/Bing network lost U.S. search market share in Q2, returning to 24.5% of share compared to Google's 75.5% of U.S. paid search spend.
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Facebook takes display share from Google – Facebook outpaced Google in display growth with FBX growing 48% in spend, while Google dropped -9% YoY. Facebook's share of display spend grew to 16% (up from 10% a year ago). Google's share dropped to 31%, down from 38% last year.
- Programmatic display grows – U.S. display spend was up 33% when compared with same clients measured in Q2 2014, continuing the growth trend from past two quarters. The decrease in impressions that we have seen in past quarters due to Facebook changes, has tapered off resulting in a total drop of only 1%.
"As industry giants battle over market share it only serves to highlight how important it is for marketers and their technologies to be publisher agnostic," said Will Margiloff, CEO of IgnitionOne. "This report once again validates sophisticated marketers paying close attention to individual customers and delivering messages at the right time, efficiently, no matter what publisher or what device."
Digital marketing figures are released quarterly by IgnitionOne, which manages more than $1.5 billion in digital spend and tracks over $30 billion in revenue for its customers. This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded in full at http://www.ignitionone.com/thought-leadership/.
About IgnitionOne
IgnitionOne is a global marketing cloud leader. The company's Digital Marketing Suite (DMS), with a powerful customer data management platform (DMP) at its core, simplifies life for marketers by providing an integrated suite of solutions that significantly improve digital marketing performance across all devices. The DMS encompasses algorithmic media management across channels such as search, programmatic display, mobile, email and social; advanced data management; user scoring, lead optimization and website personalization. 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 $30 billion in revenue each year for leading brands, including General Motors, CenturyLink, Bridgestone, La Quinta and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.
For more information, please visit http://www.ignitionone.com, follow the company on Twitter @ignitionone or visit the blog at http://www.digitalmarketingsuite.com.