Highlights of the findings by Shift include:
- For the second consecutive quarter, the automotive industry maintained its lead in click-through rates, at nearly 4 percent, up from almost 3 percent in the third quarter of 2014.
- Auto also saw the lowest costs per click in the fourth quarter, but the lowest CPMs (cost per thousand impressions) went to telecommunications clients.
- Overall, the click-through trend was positive across most verticals, showing strong year-over-year growth, while CPC increased at a slower rate over the same period.
- Auto again had the strongest year-over-year growth with a CTR increase of more than 700 percent.