Twitter
Facebook
Linked In
RSS
Login or Register
New to InternetRetailing?
Register Now
Internet Retailing
IREU Top500 The Customer Report: 2018

IREU Top500 The Customer Report: 2018

You are in: > Home > Themes > Marketing

This is your 1 complimentary article for this month

Become a member for unlimited and immediate access.


Register
Already a member? Log in here

Mobile ads shifting from influencing to converting online purchases

Linked InTwitterFacebookeCard
Mobile ads shifting from influencing to converting online purchases
Mobile ads shifting from influencing to converting online purchases
Mobile devices play a vital role in the purchase decision process. While completing online transactions remains largely a desktop activity, a recent study by Marin Software analyzing the conversion rate of mobile ads suggests smartphones and tablets are increasingly being used by consumers to complete purchases.


According to the study, the mobile conversion trend is consistent across channels, with similar increases recorded for search, social and display ads as consumers engage and complete transactions across the web from their smartphones and tablets.

During Q3 2014, Marin Software found more than one out of every three ad conversions on Facebook took place on a mobile device with mobile ad conversions increasing 16% quarter-over-quarter. Mobile ads on Facebook accounted for 52% of ad impressions and 63% of clicks.

In Q3, mobile devices comprised 31% of paid search impressions and 38% of search ad clicks on Google. Similar to Facebook, mobile accounted for 30% of ad conversions with mobile conversions increasing 2.4% quarter-over-quarter and nearly 11% year-over-year.

In analyzing display advertising, the study found similar mobile trends to search and social advertising. Mobile devices accounted for 40% of ad impressions, 54% of ad clicks, and 38.6 of conversions. Mobile conversions increased 4.4% quarter-over-quarter and 15.8% year-over-year.

Marin Software expects consumers to continue to increase their engagement with brands via mobile ads and complete more purchases on their mobile devices. Advertisers are taking advantage of this trend and augmenting their investment in mobile ads for search, social and display channels.

For additional insights and trends in search, display, and social performance advertising across devices, download Marin Software’s The Q3 2014 Performance Marketer’s Benchmark Report here.
Linked InTwitterFacebookeCard
Add New Comment
LoginRegister

Become a Member

Create your own public-facing profile
Gain access to all Top500 research
Personalise your experience on IR.net
Internet Retailing
We are the magazine, portal and research source for European ecommerce and multichannel retail, hosting the board-level conversation for retailers, pureplays and brands across all of our platforms. Join the conversation.

© InternetRetailing Media

Latest Tweet

Internet Retailing
Tamebay
eDelivery
Twitter
Facebook
Linked In
Youtube
RSS
RSS
Youtube
Google
Linked In
Facebook
Twitter