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Search ad spend continues on upward climb

Search spend in the UK saw the greatest year-on-year increase at 18%, with strong growth rates also in the US (13%) and Germany (12%), according to the Adobe Digital Index Report.

Over the next two quarters, search spend in the US is expected to increase at a rate of 10-15% year-on-year and, if digital advertising remains robust, 15% growth in the UK and Germany.

The report also indicated an untapped opportunity in mobile, with conversion rates on tablet devices 20% higher than on desktop computers. Looking ahead to the remainder of the year, tablet and smartphone traffic is projected to represent 16-20% of all search spend by the end of the year and estimated to account for 20% of all online traffic.

The report showed that brands are investing heavily in Facebook in order to drive fan growth, which rose 21% over the last quarter and 84% year-on-year worldwide. Facebook engagement among brands grew by 60% compared to the last quarter and 338% year-on-year.

Facebook brand pages are predicted to grow an additional 45% by the end of 2012, likely to be attributed to changes across the Facebook platform, including Facebook timelines for brands and Facebook measurement.

“With accelerated consumer adoption of tablets and smartphones, as well as social marketing growth, marketers are shifting to adopt a multi-channel digital advertising approach to reach their target audiences,” says Adobe director, new product innovation Jonathan Beeston. “Advertisers should be cognisant of the next generation of digital marketing to better measure, manage and optimise their marketing investments for maximum return.”

Jenni Baker, London