Mobile to capture 22 percent of online ad spend in 2012, report says
Web searching on tablet computers, smartphones and other mobile devices is gaining momentum, leading advertisers to increase their focus on mobile technology significantly.
According to a study from digital marketing firm Efficient Frontier, mobile search in the United States could account for as much as 22 percent of online advertising spend by the end of 2012, a drastic increase from 6.5 percent today.
"After years of false predictions, it looks like 2012 really will be the year of mobile," says Efficient Frontier CEO David Karnstedt. "We are seeing incredible demand from our client base for mobile search advertising and today's report demonstrates the strides mobile has made led in part by incredible rates in tablet adoption."
Skyrocketing tablet use will be one of the main drivers behind this growth, as the technology now accounts for half of all clicks on mobile devices, Efficient Frontiers estimates. Tablets also have higher conversion rates than other mobile devices, making their users enticing targets for retailers.
A separate study from marketing news provider eMarketer predicts US mobile advertising spend will increase 47 percent in 2012, reaching $1.8 billion. Based on both studies, it is evident that mobile is the new frontier for marketers.