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Insight/ Branding & Communications

Q2 2012 Global Digital Advertising Update

During Q2 2012 paid search continued to grow across industries. Spend grew by double digits and ROI improved, driven by lower CPC rates. Bing/Yahoo’s share of click volume shifted up slightly from Q1, and its share of overall search spend grew 1 percent year over year while Google’s share fell 1 percent. As in Q1 2012, Q2 spend on tablet devices was particularly effective, generating higher conversion rates and ROI than spend on PCs and smartphones. Additionally, changes to Facebook’s platform generated a significant 338% increase in engagement, suggesting brands are finding additional value in social media. For digital marketers and advertisers, these findings have three implications.

Download Adobe Digital Index report and related infographic (attached, below, or read online).

Read related article, "Global Digital Advertising: Q1 2012 Update."

Previous reports from Adobe Digital Index available online here.