{"id":16659,"date":"2022-08-02T09:30:00","date_gmt":"2022-08-02T09:30:00","guid":{"rendered":"https:\/\/conversionpipeline.com\/?p=16659"},"modified":"2023-04-28T19:24:51","modified_gmt":"2023-04-28T19:24:51","slug":"online-advertising-spending-trends-how-much-does-ppc-cost","status":"publish","type":"post","link":"https:\/\/conversionpipeline.com\/online-advertising-spending-trends-how-much-does-ppc-cost\/","title":{"rendered":"Online Advertising Spending Trends \u2013 How Much Does PPC Cost?"},"content":{"rendered":"\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p>Online advertising has grown by leaps and bounds over the past decade and has displaced lots of traditional marketing vehicles like newspapers and magazines. Business can now get a much bigger bang for their marketing dollar with digital advertising. But how much, exactly, does it cost? MarketingCharts just published a summary of data gathered by IAB\/PwC that has some very interesting insights into how digital advertising has evolved. Some of the key take aways include:<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"610\" src=\"https:\/\/conversionpipeline.com\/wp-content\/uploads\/2022\/06\/121238279_l-1024x610.jpg\" alt=\"\" class=\"wp-image-16660\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>&#8220;Digital audio was the fastest-growing digital advertising channel last year, with its growth rate being 64% higher than the overall total, at 57.9%. However, it remains a small piece of the digital advertising pie, at 2.6% share of total revenues. Digital audio advertising is largely a mobile affair, as mobile\u2019s share of revenue grew to 85%.<\/em><\/p>\n\n\n\n<p><em>Digital video was the next-fastest-growing channel, 44% higher than the average with a growth rate of 50.8%. Digital video ad spends saw strong growth across both mobile (47.8%) and desktop (58.2%), in so doing exceeding one-fifth (20.9%) share of US digital ad revenues for the first time.&#8221;<\/em><\/p>\n<cite><em>Source: SearchEngine Watch<\/em><\/cite><\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It\u2019s clear that rich formats like video and audio are growing fast.&nbsp; But the search ads we are so familiar with continue to lead the way:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Search continues to be the dominant digital advertising format, though it is ceding share to faster-<em>rising formats such as video. Last year search accounted for 41.4% share of total digital ad revenues (down from 42.2%), with display comprising 30% share (down from 31.5%), digital video 20.9% share (up from 18.7%) and other formats combining for the remaining 7.8% share (up from 7.6%). <\/em><\/p>\n\n\n\n<p><em>Search accounted for a larger portion of revenues on desktop than on mobile, whereas display had a greater presence on mobile than desktop.&#8221;<\/em><\/p>\n<cite><em>Source: SearchEngine Watch<\/em><\/cite><\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The amount of advertising dollars spent by the top 10 companies is an astounding 80% of the entire digital ad market.&nbsp; That is unbelievable consolidation by just a handful of companies.&nbsp; MarketingCharts summarizes like this:<\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>&#8220;The top 10 companies accounted for 78.6% of all digital ad revenues last year, up from 78.1% in 2020 and 76.6% a year earlier. With the next 15 companies occupying another 6.5% share of revenues, just 14.9% were left for all the remaining publishers to fight over. With digital ad revenues totaling $189.3 billion last year, this implies that for all but the largest 25 companies, the actual amount of ad spend in play was a little over $28 billion.&#8221;<\/em><\/p>\n<cite><em>Source: SearchEngine Watch<\/em><\/cite><\/blockquote>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>As a prospective digital advertiser, you should consider the fastest growing formats of online ads along with the tried-and-true search ad format to build your campaign and reach the biggest audience.&nbsp; Consult with an online advertising specialist to find out exactly what formats work the best in your industry and come up with a budget that makes sense for your average customer value.&nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"Online advertising has grown by leaps and bounds over the past decade and has displaced lots of traditional marketing vehicles like newspapers and magazines. Business can now get a much bigger bang for their marketing dollar with digital advertising. But\u2026","protected":false},"author":5,"featured_media":16660,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[11,13,15,16,18],"class_list":["post-16659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-list","tag-advertising","tag-google","tag-marketing-agency","tag-online-advertising","tag-ppc"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Conversion Pipeline - Conversion Pipeline Online Advertising Spending Trends \u2013 How Much Does PPC Cost?<\/title>\n<meta name=\"description\" content=\"If you are thinking about online advertising, this is a must read. 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