Paid-for search spend in retail to grow 22.5% this year, research predicts


Paid-for search spend in the retail sector is expected to grow by 22.5% this year, according to eMarketer’s latest research.

The predicted $13.12bn spend on search advertising in 2019 will account for the largest share of search dollars at nearly one-quarter of the total US search market.

Oscar Orozco, senior forecasting analyst at eMarketer, commented: “Retailers are at the forefront of mobile advertising, as strategies have shifted from a desktop-only to a dual-device approach.”


Adding: “There has been an increased emphasis on boosting checkout conversion rates, simplifying the purchasing funnel on mobile and targeting shoppers in-store with relevant ads and promotions.”

The research also found that retailers’ digital ad spend across all channels is growing by 19.1% with retailers expected to spend $28.33 billion on digital ads in 2019.

More than two-thirds of that digital ad spend will go towards mobile advertising as mobile purchases set to grow 28.9%, account for 37% of overall retail sales growth.

Retail sales made via desktop are also set to grow by 4.3% this year, accounting for 8% of total retail sales growth.

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