Ad spend for tablets increased 163 per cent from Q4 2011 to 2012, with smartphone spend growing 87 per cent. This means tablet spend in the US is now double that of smartphones, according to the quarterly Online Advertising report by IgnitionOne.
Tablet search ad impressions were up 212 per cent on the same time last year, compared to a rise of just 20 per cent for smartphones. Paid ads on mobile devices now make up 18 per cent of search budgets in the US.
“Tablets have become a very important device for advertisers, especially retailers,” said Roger Barnette, president of IgnitionOne. “Smart marketers took advantage of the high level of engagement on these devices during the critical Q4 shopping season and we will continue to see budget shifts to mobile campaigns in the new year.”
Total paid search grew 19 per cent year-on-year, with impressions growing 19 per cent and clicks seeing a 6 per cent increase.