New research from Marin Software, the online advertising platform, predicts that mobile ad spending will push past desktop spending by year’s end. Changes are driven by an ever increasing number of consumers using their mobile devices and the corresponding surge in mobile ad clicks, suggested to reach 50% of the whole paid search market by mid-Q4 2015. But despite more consumers researching products on their smartphones, most purchases are still made using desktops.
Consumers like to research products using their mobile devices, but still purchase on desktops
Source: Marin Global
Matt Ackley, CMO of Marin Software, says:
“The rise of mobile is nothing short of astounding, but it’s important to remember most people jump between desktop and mobile several times when researching and buying products.”
The benchmark report found that social ad spending was highest on mobile devices with 62% of all social ad clicks coming from smartphones and tablets, and video ad views on the rise (30% in Q3 2014). The increase in numbers also highlights some of the challenges advertisers face when it comes to mobile ad spending, such as determining when clicks result in a sale. Ackley confirms:
“Our new data reveals that advertisers clearly need to adopt strategies to reach consumers across multiple channels, using tools to accurately track attribution for mobile ads. Clicks on mobile ads don’t always lead to direct conversions, but often influence desktop or in-store purchases.”
More research by eMarketer paints a similar picture, predicting that mobile will make for 72% of all US digital spends by 2019. For additional insights, find the full Marin Global “Mobile Advertising Around the Globe: 2015 Annual Report” here.