Search Advertising Roaring Ahead In Australia And Asia Pacific: Report

Search Advertising Roaring Ahead In Australia And Asia Pacific: Report
SHARE
THIS



Search advertising spending in Asia Pacific continues to experience robust growth according to Kenshoo’s analysis.

Indeed Asia Pacific and Japan (APJ) is now the fastest growing region for search advertising in the world, according to the Kenshoo study of its customer data.

The data, described in the Search Advertising Trends Asia-Pacific Japan infographic, reveals that search spending grew seven per cent for the quarter and a solid 13 per cent for the year. That compares favorably to the experience in the Americas where the results where two per cent and 10 per cent respectively.

Other metrics in the APJ region all looked strong with solid growth in impressions and clicks, once again significantly in advance of the performance of the other parts of the world.

Indeed the only decline across the region came in year-on-year click-through rates, which fell one per cent, although the quarterly result was a six per cent improvement.

APAC and Japan is the world's strongest growth market for search advertising

Mobile advertising – quite specifically on smartphones and not tablets – is the star performer around the world, growing by more than 50 per cent in each of the three regions studied.

The Americas were the top performer with 69 per cent growth, and APJ was not far behind with 62 per cent.

The data also reveals that cost per click for mobile in APJ is considerably less than for desktops or tablets, but all three devices dipped in Q3 relative to the previous quarter, according to the Kenshoo analysis.

Kenshoo Dec image 2

“Possible causes could be heavier reliance on brand terms, or building out broader keyword lists at lower prices to increase overall keyword coverage.”

Search ad impressions and clicks were both up by over 20 per cent for the quarter in APJ with the authors saying, “Click growth caught up with impression growth in Q3, while smartphones saw impressions triple compared to the previous year.”

Meanwhile the overall CPCs dipped in Q3 for APJ, compared to both the previous quarter and the same quarter last year. “Click-through rate grew despite the large increase in impressions on smartphones.”

The average cost per click in Australia grew just under four percent to $0.78 for the quarter. The authors note, “Of the larger markets in APJ, China has the highest CPC, while Australia has higher click-through rates.”

Social

Kenshoo also released findings on social activity for the quarter also based on global data from the Kenshoo Digital Marketing Snapshot: Q3 2015.

That analysis revealed, “Paid social continues its upward trend as adoption grows and new publishers bring additional inventory and opportunities for marketers.”

And they say that as with search, mobile social lead the way, growing its spend by 159 per cent over the last 12 months.

Interestingly, impression volumes actually fell on social over the twelve months by 36 per cent, although clicks grew by 75 per cent suggesting advertisers are becoming much more efficient with their activity.

This article originally appeared on B&T’s sister site www.which-50.com

Please login with linkedin to comment

Advertising Standards Bureau tennis australia

Latest News

Shopper Promotes Within It’s NSW Sales Team
  • Media

Shopper Promotes Within It’s NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Telstra Announces Payphones Will Now Be Free
  • Technology

Telstra Announces Payphones Will Now Be Free

Telstra has announced its plans to make all payphones in Australia free, aiming to help struggling Aussies. Despite the fact that payphones may seem to have become obsolete, thanks to mobiles. There are still 15,000 Telstra payphones in Australia. Last year Australia made 11 million calls from payphones, including more than 230,000 calls to vital […]

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
  • Campaigns

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising

Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]

The Monkeys ECD Vince Lagana Departs
  • Advertising

The Monkeys ECD Vince Lagana Departs

Monkeys ECD Vince Lagana has departed the agency, but not before helping himself to those lamb chops in the freezer.