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by Robert Williams, Mobile Marketer

“Kenshoo’s data indicate that marketers devoted more of their SEM budgets to mobile platforms during last year’s holiday season, especially on the heavily promoted days of the extended Thanksgiving weekend that typically see a jump in consumer purchasing. Mobile SEM campaigns were especially efficient compared with other platforms during the holiday season, despite the surge in CPC rates on those days. Kenshoo’s report includes mobile ads in the analysis of SEM campaigns, while social and e-commerce advertising are separate.”

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