Trend: Mobile overtakes PCs in the UK for ad spend, clicks and ROI

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Online Ad Spend Share by Device UK

Adobe’s latest not-so-snappily-titled ‘Media Optimizer Digital Advertising Insights Report’ contains some juicy stats. The headline fact has to be that smartphones and tablets now represent the majority of online ad spend, account for the majority of search clicks, and (most importantly) deliver the best ROI in the UK market.

If that’s not a wake-up call for anyone with a site that isn’t perfectly optimised for mobile, I don’t know what is.

CPC, RPC and ROI by Device UK

In other news, Google is still absolutely murdering Bing…

Search engine market share by spend UK

…but Bing does offer slightly lower CPCs and a better ROI, so shouldn’t be discounted entirely.

CPC by Search engine uk ROI by search engine uk

See the full report here (I recommend downloading from SlideShare, as the online viewer UX on that site is beyond awful).


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