Mobile advertising will soon capture the majority of digital ad spend as an industry-wide, mobile-first strategy consumes budget spend, according to a new report.
New research from Marin Software reveals that advertisers will spend more on mobile than desktop ads by the end of 2015, driven by the rapid consumer adoption of mobile devices, and a corresponding surge in mobile ad clicks and conversions.
The report also reveals that while consumers use mobile devices for product research, they still make most purchases on desktops. For advertisers, this means it’s essential to adopt cross-channel advertising strategies that reach consumers across devices and platforms.
The report, Mobile Advertising Around the Globe: 2015 Annual Report, includes statistics and trends uncovered through an examination of the Marin Global Online Advertising Index.
“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,” said Matt Ackley, CMO of Marin Software.
“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.”
Elsewhere, the report predicts that Paid search clicks on mobile devices are predicted to break 50% of the overall paid search market by mid-Q4 2015.
The dataset represents all major industry sectors, and 13 countries and regions, including USA, UK, Eurozone, Japan and China.