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Merkle Releases Its Q2 2016 Digital Marketing ReportMerkle (www.merkleinc.com), a leading technology-enabled, data-driven performance marketing agency, announced the release of its Q2 2016 Digital Marketing Report today. The report includes insights on recent Google (News - Alert) product announcements and other contributors to Google's growth rate. It also contains analysis on whether Facebook can sustain its impressive results, as well as observations on Yahoo's big move to show Google search ads as traffic from its Gemini platform and Bing declines. In support of the research findings, Merkle is hosting a complimentary webinar on Thursday, July 28 at 2:00 p.m. ET. To download the full report or to register for the webinar, visit www.merkleinc.com. The Digital Marketing Report analyzes trends in paid search, SEO, social media, product ads, programmatic and display advertising, comparison shopping engines, and more. It also provides comprehensive and detailed insight into digital marketing developments using data from Merkle's vast client base. In Q2 2016, the data shows that growth in advertiser spending on Google search ads remained robust, despite a slight deceleration from Q1 growth levels. Google's ad revenue growth picked up in the second half of last year, so it will look to new developments like the addition of a fourth top-of-page ad on mobile results, along with its officially announced product changes, to help keep advertiser spending growth strong. Also propelling Google growth, Product Listing Ads (PLA) click volume grew nearly five times faster than Google text ad volume in Q2. An nflux of PLA traffic from Google partners, including Yahoo and Google image search, has been a major contributor to the strength of PLAs, which are poised to produce over half of retailers' Google search ad clicks by year's end. Additionally, combined volume from Bing Ads and Yahoo Gemini platforms continues to weaken. However, untangling the performance of Bing and Yahoo is a complex exercise with Yahoo now serving ads on its properties from all three major US search ad platforms, including Google AdWords. The display channel proved to be a potent source of advertiser spending growth in Q2, outpacing all other major channels. Facebook (News - Alert) drove the trend with long-term advertisers branching out to test new partners and ad formats, such as Dynamic Product Ads. Other notable Q2 2016 highlights include:
Organic Search & Social
Comparison Shopping Engines
Display Advertising
About Merkle Merkle is a global data-driven, technology-enabled performance marketing agency and the largest independent agency in the US for CRM, digital, and search. For more than 25 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The agency's heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights. When combined with its strength in performance media, Merkle creates customer experiences that drive improved marketing performance and shareholder value. With more than 3,400 employees, the privately held corporation is headquartered in Columbia, Maryland with 15 additional offices in the US and offices in Barcelona, London, Shanghai, and Nanjing. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkleinc.com
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