From my Forbes.com blog The New Persuaders:
Worries that mobile advertising will never amount to much have investors worries about even relatively strong companies such as Google and Facebook. And there’s reason for concern, from whether people want their little smartphone or even tablet screens cluttered with ads to whether advertisers will ever be able to know, for instance, that someone who sees an ad then went into a physical store and bought something.
For now, though, the advertisers who command the marketing budgets don’t seem too concerned. According to a new report, search ads in particular are growing rapidly on mobile devices, especially tablets. The study, from online ad management firm Marin Software, points up several interesting trends, pretty much all of them a positive for advertisers and search engines–mainly Google, since it still owns 81% of all search ad spending.
First, a lot more clicks on search ads are coming from mobile devices, says Marin Marketing VP Matt Lawson. In the U.S., mobile devices accounted for 18% of paid search clicks, up from 14% in the first quarter. And in an indication of a surge in tablet ownership and use, the share of clicks on tablets, at 8%, was up 33% in the quarter.