by Laurie Sullivan @lauriesullivan, June 26, 2017

Mobile search now accounts for the majority of queries for nearly every industry as consumers spend more time on smartphones and smart devices, but few advertisers and their agency partners have had the ability to analyze that data.

Kantar Media on Monday said it has integrated unique U.S. mobile-search advertising trending data across its AdGooroo search platform with plans to expand the availability of this data to the UK, Brazil, Australia and France later this year.

The self-service offering expands the type of search data available through the platform, adding mobile data to desktop estimated spend, cost per click, and click-through rate in the United States. It also provides keywords and ad creative data.

The pricing model is based on an annual subscription licensed by country. Subscribers to Industry Insights will have access to all of the data in the database for a given country, which is years of mobile search data for virtually every advertiser and 168 industry categories, explains Jim Leichenko, director of marketing at AdGooroo.

The integration gives advertisers and agency partners access to paid and organic search data back to 2013 on nearly every industry and advertiser.

The data consists of monthly U.S. mobile and desktop search advertising performance against both specific competitors and their industry, and allows marketers to view competitors’ mobile keywords, ad copy and performance over time and identify larger trends that may impact their own budgeting and performance.

While Google has repeatedly said that the number of searches on mobile continues to grow well past half of all searches that are conducted across the Internet, data and analysis from Hitwise, a Connexity company, demonstrates the increase. An analysis of hundreds of millions of online search queries across Google, Bing and other search engines between April 10 and May 7, 2016 found that mobile searches resulting in a visit to a Food & Beverage sector now accounts for 72%.

The Health industry sees a similarly high share of searches being initiated on a mobile device with 68% of searches resulting in a click to the industry coming from mobile. This is followed by Sports with 68%; News & Media, 64%; Lifestyle, 62%; Automotive, 62%; Retail, 56; Travel non maps, 52%; Real Estate, 48%; Entertainment, 42%; and Banking, 39%.

MediaPost.com: Search Marketing Daily

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