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Adobe analysis identifies new digital marketing trends

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Adobe has released its Q1 Digital Advertising Benchmark Report, which identifies new trends.

    • However, YoY spend increased across the board for Yahoo! Bing: The most growth came out of EMEA at 29%.
    • Mobile algorithm changes better optimise SEM: Mobile algorithm changes will help marketers reduce costs and better optimise SEM on smartphones and tablets; tablet CPCs were 35% higher than smartphones in Q1.

The digital advertising space and highlights some of the key metrics that are important to the digital marketers from, topics include emerging social media apps, Facebook ad impression growth and interaction rates, search engine spend, click-through-rates, and cost-per-click across different regions and devices.Digital trends analysis

Digital marketing key findings are:

    • Popularity of social video streaming apps took off in late Q1: Social apps like Periscope and Meerkat came onto the scene in March 2015, with Meerkat averaging the most usage so far.
    • Spread between Facebook paid and organic impressions widens: Paid impressions up 8% YoY while organic impressions continue to decline, down 35% YoY; Facebook paid vs. organic spread widens, but brand posting is up 31% YoY.
    • Global search engine marketing (SEM) up: EMEA saw a 4% YoY increase.
    • Google dominates the SEM market: 93% of SEM spend in EMEA.

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Adobe Digital Index’s analysis is based on consumer data to brand sites during 2014 and 2015, +490 billion Facebook post impressions, +525 billion Google and Yahoo! Bing ad impressions, and +2 million social streaming app mentions.

View the full report

Sally Hooton
Author: Sally Hooton
Editor at The GMA |

Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!

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