Tablet Users Shown to be Most Engaged and Valuable for Online Advertisers

Tablet Users Shown to be Most Engaged and Valuable for Online Advertisers

Q3 2012 Online Advertising Report by IgnitionOne highlights growth in search spending and mobile advertising

NEW YORK--(BUSINESS WIRE)-- Research by IgnitionOne (, a leading digital marketing solutions provider, revealed that tablet users spent 30% more time on site and had 20% higher engagement than PC users. This engagement was even higher within the retail vertical, proving the value of reaching this audience.

The report, which includes trends across online advertising, also stated that U.S. mobile and tablet search grew to 16.3% from 14% of total search budgets and had a year-over-year (YoY) increase in spend of 167.5%. Total paid search spending grew at 17.8% YoY, representing a slight acceleration compared to the last quarter.

These figures are released quarterly by IgnitionOne who manages more than $1 billion in online advertising.

Key findings in the report:

  • Tablet users are most engaged - Compared to PC users, tablet users spent 30% more time on-site and had 20% higher Engagement Scores (proprietary user-level scoring metric).

  • U.S. search growth up almost 18% YoY - While growth was flat quarter-over-quarter (QoQ), paid search spend in Q3 was up 17.8% compared to the previous year. Growth was tempered by a weaker than expected back-to-school season in retail and the continued general weakness in the macro-economy.

  • Yahoo! Bing Network spending continues to accelerate in US - Google CPCs grew YoY for the first time in 2012 (up 7.7%) but Yahoo!/Bing saw CPCs increase at nearly triple this at 26.1% YoY.

  • Mobile and tablet advertising grows as percentage of spend - U.S. Mobile grew to 16.3% from 14% of total search budgets with a YoY increase in spend of 167.5%. This represents a deceleration from the massive growth rates experienced in the first half of this year.

"The value of tablet users as an audience is apparent and will continue to drive the growth of online advertising," said Roger Barnette, President of IgnitionOne. "As marketers become more sophisticated in reaching and optimizing for this audience, we expect to see even further gains in engagement and returns."

This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at

About IgnitionOne

IgnitionOne®, the global leader in digital marketing solutions, enables companies to integrate and centralize cross-channel marketing efforts within one platform, allowing for deeper insights and greater digital success. On behalf of our customers, IgnitionOne currently scores over 300 million users in 53 countries to help optimize media and website conversions using cross-channel attribution modeling across search, mobile, display and social. IgnitionOne's solutions are powered by proprietary, integrated technology: IgnitionOne's Digital Marketing SuiteSM.

IgnitionOne powers more than $30 billion in revenue each year for leading brands, including General Motors, DIRECTV, Ann Taylor, La Quinta, Travel Guard and Fiat, as well as advertising agencies such as MRM Worldwide and CyberAgent.

For more information, please visit, follow the company on Twitter @ignitionone or visit the blog at

Joe LaSala, 212-574-5096

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