Mobile ad spend continues to climb at steady pace

Anne Freier

In Mobile Advertising

February 7, 2018

According to the latest Digital Benchmark Report by Marin Software, shopping adverts continue to gain momentum as clicks increased 8% and click share 31% during Q4 2017.
Although Google now promises increased clicks and impressions for advertisers who use creative rotation technology with 3+ ads per group, the last quarter of 2017 saw a 3% boost in creative-light ad groups.
Overall, audience utilization continued to be fairly low.
Mobile’s share of ad spend grew 1% during Q4, representing a steady growth (see feature image). Mobile CPCs rose 25% compared to 2016. The report also notes that mobile traffic is still relatively cheap compared to desktop.
When it comes to sector, education remains the most expensive at an average $3.80 CPC. However, that’s a decline of 2% from Q3 2017. Meanwhile, technology and travel sectors are seeing some of the lowest CPCs at around just $0.50.
In social media, CPMs jumped 44% year-on-year demonstrating increased competition for consumer attention. However, CTRs remained fairly flat.