Advertisers latch on to mobile marketing, search advertising
20 Oct 2010
Mobile marketing and mobile search are taking off in a big way, as advertisers realise the potential of these new-age mediums.
Mobile search on Google, for instance, has seen a 76-per cent growth during the first three quarters of 2010, according to a report by Latitude, a research agency. Google has now overtaken Bing in terms of search volume.
The growing popularity of mobile search is reflected in the fact that four per cent of traffic on Google search is through phones.
The Latitude study revealed that Google's mobile search averaged a click-through rate of 1.32 per cent, as compared to 1.1 per cent online.
''Not only is mobile growing at an average of 76 per cent in clicks and 26 per cent in spend per quarter, but costs-per-click are an average of 27 per cent lower on mobile,'' said Alex Hoye, chief executive, Latitude.
In the UK , another study found that search on mobile phones shot up by a whopping nearly 250 per cent over the past one year.
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