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Mobile ads shifting from influencing to converting online purchases

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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.

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