Facebook advertising spend grew by 93 per cent over the last year, as brands sought to widen their fan bases and drive meaningful engagement.

Adobe’s Global Digital Advertising Update also shows that the growth of ad spend through social network now represents between three and five per cent of total search spending.

Facebook ad cost per click (CPC) rates have increased 40 per cent quarter-over-quarter for the last nine months.

But the report predicts a deceleration, saying that CPC rates on Sponsored Stories ...

Search marketing remains the “biggest driver” of return on investment (ROI) for businesses, according to a new report that shows spending on paid and organic search has increased by three per cent over the last year.

The increase was driven mainly by a 250 per cent surge in mobile search spending as brands looked to optimise their websites and search engine optimisation strategies for tablets and smartphones.

Mobile now makes up 11 per cent of all spending on search marketing, with tablets ...

Brands should not rely on click through metrics as the sole measurement of online display advertising effectiveness, according to a major new study from the Internet Advertising Bureau (IAB).

Research on customer conversions with four leading companies in the automotive sector shows display advertising can act as a brand building tool similar to TV, outdoor or cinema advertising.

Display advertising produces a “positive latent brand effect”, according to the researchers, who used specialist software to track 50,000 consumers on their “path to ...

Google has signalled its intention to move beyond search and focus on display advertising through stronger ties with publishers and private ad exchanges.

The search giant says it will create a much simpler system that enables advertisers to buy ad space across various publisher platforms after being given the green light by the US Department of Justice to acquire New York-based Admeld, which helps publishers sell display ad space to brands.

Google said the acquisition will be finalised in the coming days, ...