Dive Brief:
- Search accounted for more than 45% of all U.S. digital ad spending in 2014, according to eMarketer, and 48.4% worldwide.
- Search spending is also up 22% year-over-year among clients of IgnitionOne, a digital ad-buying software firm.
- Google continues to be dominant in search, with 75% of the market in the United States and 55% of global search, according to IngnitionOne.
Dive Insight:
In spite of the continued development of new and perhaps improved mobile and social platforms, search is still the dominant digital advertsing medium. While search now represents less than half of all digital ads, spending continues to grow.
Search on desktop and mobile will reach almost $26 billion in the U.S. in 2015, software provider IgnitionOne says, up from $23 billion last year. Offering an early indication of buyer intent, search is a proven strategy for retail advertisers, and IgnitionOne says they are willing to pay more for limited inventory.
Google leads Yahoo and Bing, handling about three-quarters of searches initiated in the United States.
