Hope you find this article of interest taken from Marin who works with the world’s
largest and most sophisticated advertisers. Below is a brief extract.
In 2014, global smartphone adoption reached an all-time high with 25% of the
world population owning and using one. This proliferation of smartphone and
smartphone usage by consumers around the world has presented an opportunity
for advertisers to reach consumers at a much greater level than before,
Mobile device adoption amongst consumers continues to grow relative to
desktop. Consumers spend more time and attention on mobile devices than
desktop now and advertisers have been shifting spend away from desktop
towards smartphones and tablets to reach consumer attention. Due to this
digital advertising paradigm shift, mobile advertising budget is predicted to
exceed desktop advertising budget by end of 2015.
Consumers are more likely to use mobile devices for product research
than desktop. Smartphones and tablets are used by consumers for research and
represent the top of the funnel, while desktops are where they go to convert.
With 40% of all online adults starting an activity on one device and ending on
another, it’s important to retarget ads seen on mobile to desktop or tablet in
order to ensure maximum view-time by engaged consumers. Use a thirdparty
tracker to track users across device and channel to fully optimize advertising
spend through retargeting ads.
Desktops are still the primary conversion-driving device; however research
has shown that many consumers use mobile devices as upper-funnel
research, and convert in-store or on desktop. Mobile conversion attribution
for these cross-device and offline conversions must be tracked and recorded
to properly create the link between mobile clicks and conversions.
Mobile devices have quickly become a part of everyday life for consumers across
the globe, with the world becoming more and more interconnected daily. Mobile
device adoption has been a major talking point for digital advertisers for the past
year. This comes as no surprise, with eMarketer predicting the number of tablet
and smartphone users to hit 1.06 billion and 2.04 billion, respectively, by years
end. This means over 15% of the world population would own and use a tablet,
and over 25% for smartphones. As the mobile marketplace and consumer adoption
of smartphones increases, advertisers have taken notice. In 2014, mobile
advertising spend versus desktop reached an all-time high of 41% of all US digital
advertising spend.
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