SYDNEY: Asia Pacific and Japan (APJ) is the fastest growing region for search advertising in the world, according to a new study.
That's the conclusion of Kenshoo, the marketing technology business, based on an analysis of its own customer data, including that from more than 3,000 advertiser and agency accounts across 20 vertical industries and over 70 countries, spanning Google, Bing, Baidu, Yahoo! and Yahoo! Japan.
The resulting Search Advertising Trends: Asia-Pacific Japan infographic showed search spending in the region was up 7% in the third quarter of 2015 and up 13% year on year.
That performance was better than the one seen in the Americas, noted B&T Magazine, where quarterly revenues were up only 2% while the year-on-year increase was 10%.
The number of impressions was also growing strongly, rising 6% during the quarter and 24% over a 12-month period.
Similarly, clicks were up across the region among Kenshoo clients: 27% for the quarter and 22% for the year.
But while the quarterly click-through rate had increased 21%, the year-on-year figure showed a -1% dip.
A significant proportion of increased search spending is going on smartphones, which registered a 61% year-on-year increase in the Asia-Pacific Japan region. At just 2%, however, the rate of increase in spending on tablets was even less that on desktop at 4%.
In terms of impressions, smartphones once again led the way, with the volume tripling (+204%) over the 12 months to the end of the third quarter. The number of impressions on desktops fell -11%, however, while the figure for tablets was in similarly negative territory at -8%.
"Click growth caught up with impression growth in Q3," according to the analysis. And over the year smartphone clicks were up 98%; desktop managed a 5% uplift while there was no change for tablets.
Overall cost-per-click rates dipped in the third quarter although click-through rates crept up, to 2.1%.
And "Of the larger markets in APJ, China has the highest CPC, while Australia has higher click-through rates," Kenshoo said.
Data sourced from Kenshoo, B&T; additional content by Warc staff