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Mobile Advertising
Around the Globe:
2016 Annual Report

9 INSIGHT SERIES The Definitive Facebook Advertising Playbook marinsoftware.com
TABLE OF CONTENTS

Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 03
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04
Findings: Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05
Findings by Device . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06
Recommendations: Optimizing Mobile Advertising Across Channels . . . . 13
About Marin Software. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

2 BEST PRACTICE SERIES Mobile Advertising Around the Globe: 2016 Annual Report marinsoftware.com
Executive Summary

In 2015, global smartphone adoption reached an all-time high. Thanks to this
rapid expansion of smartphone and smartphone usage around the world, adver-
tisers now have an opportunity to reach consumers even more easily, with click-
to-call or click-for-directions ads.

As the leading provider of a cross-channel ad cloud, Marin works with the
world’s largest and most sophisticated advertisers, allowing us to gain insight
into prevalent trends around smartphone and tablet usage across search, social,
and display – channels that are critical for reaching the most consumers.

This report covers three specific findings:

1. Clicks and spend have gone mobile. In 2015, mobile devices represented the
majority of consumer online usage for the first time. Consumers are now
spending more time and attention on mobile devices than desktop – as a
result, advertisers have been shifting spend away from desktop towards
smartphones and tablets to catch consumer attention and generate clicks.
We predict this trend will continue.

2. Desktop is becoming more like mobile. As the mobile format gains traction
with consumers and advertisers, publishers are innovating. While mobile ad
formats formerly took cues from desktop, publishers are now swapping the
formula, making desktop ad formats and pages more similar to mobile.

3. Mobile conversion is gaining traction. Desktops are still the primary conver-
sion-driving device; however, within the past year, conversion rates have been
growing on mobile devices. While mobile devices have historically been used
for product research or upper-funnel activities, this is changing, as better
mobile attribution and ad formats are released. Expect this trend to continue.

BEST PRACTICE SERIES Mobile Advertising Around the Globe: 2016 Annual Report marinsoftware.com 3
Introduction

On an evermore interconnected globe, the world is becoming more and more
centered on the usage of smartphones and tablets. Mobile device adoption has
reached the point where it’s now the majority device of choice. This comes as no
surprise, with eMarketer having predicted that the number of tablet and smart-
phone users would hit 1.06 billion1 and 2.04 billion,2 respectively, by the end of
2015 – meaning a significant portion of the global population now uses a mobile
device regularly.

As the mobile marketplace and consumer adoption of smartphones increases,
advertisers have taken notice. In 2015, mobile advertising spend versus desktop
reached an all-time high of 52% of all US digital advertising spend.3

This research brief analyzes mobile trends from 2015, fo


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