Bing and Yahoo are at risk of losing market share, according to the Adobe Digital Index: Global Digital Advertising Update report.
Covering the state of search and display marketing, this quarterly report focused on the growth of emerging channels such as mobile as well as social media advertising.
As far as Bing and Yahoo are concerned, researchers noted that the two search engines did yield higher revenue per click (RPC) and return on investment (ROI) than Google for the past few quarters.
Simply put, the ROI advantage that Bing and Yahoo maintained over Google no longer exists thanks to decreased costs per click (CPC) on Google matched by an 18 percent CPC increase for Bing and Yahoo.
Overall, search still remains the biggest driver of ROI for marketers, absorbing the majority of biddable digital advertising spend while continuing to expand with a 16 percent year-over-year increase in the United States. Thus, domestic search spending is expected to increase by a rate of 10 to 15 percent for the rest of 2012.
However, Facebook is doing pretty well in digital marketing circles. Facebook post engagement has increased 176 percent year-over-year, and brand presence is predicted to double in 2012 as they continue to seek out "fans" for their pages.
Adobe researchers asserted that Facebook engagement rates will grow as more brands convert to a maximized timeline.
Here are some other highlights from the survey:
- Traffic on mobile devices (especially tablets) has increased fourfold year-over-year
- Mobile spend reached 8 percent of all search spend in the U.S. and 11 percent in the UK during Q1 2012.
- Tablet and mobile spend will make up 15 to 20 percent of all search spend by the end of 2012. Investments in tablet advertising will grow as tablet visitors are said to be rapidly increasing.
For reference, data for this report was derived from the former Efficient Frontier, which was acquired by Adobe in January.