Google Shopping, Food And Drink Lead Massive Mobile Web Ad Growth
Despite rumors to the contrary, display advertising is not dead, according to an upbeat report on the formats from Google-Owned DoubleClick. But among the key growth areas, mobile clearly stands out.
The explosive use of the mobile Web has led to growth of more than 250% in impressions across the Ad Exchange and AdSense platforms from the company between Q3 and Q4 2011. Mobile is growing at a faster rate than desktop in part from the rise of mobile-only populations globally. But among those segments trying to fill all of that inventory tsunami, shopping-related publishers are leading the way with 69% growth in mobile Web impressions, followed by Food and Drink (61%), People & Society (47%), Reference (45%), Books and Literature (45%), Online Communities (43%) and Law and Government (41%).
The smallest rate of impression growth among mobile publishing segments was Travel, arguably among the most saturated and mature, with 9% growth. In fact 19 of the 22 publishing categories DoubleClick organizes around for mobile Web say ad impression growth of 25% or more. Compare that to desktop ad impression growth, where Shopping also led the way but with a 37% rate, followed by Pets and Animals (29%).