Marin Software Research Shows Mobile Conversion Rates Steadily Growing Across Channels
Global data analysis indicates a flourishing landscape for mobile attribution and ad formats
SAN FRANCISCO, CA April 6, 2016 — Marin Software Incorporated (NYSE: MRIN), a leading cross-channel, cross-device performance advertising cloud provider for advertisers and agencies, today released its annual report, Mobile Advertising Around the Globe. Among other things, this report reveals that mobile devices not only represented the majority of consumer online usage in 2015, but also that mobile conversion rates grew significantly compared to 2014.
Looking at year-over-year performance marketing trends based on the Marin Global Online Advertising Index – composed of advertisers who invest more than $7 billion in annualized ad spend on the Marin platform – Marin discovered several key findings:
- Mobile conversion rates across search, social, and display experienced annual growth rates of 32.9%, 51.2%, and 34.7%, respectively.
- While mobile devices have traditionally been used for product research or upper-funnel activities, this is expanding to other stages of the sales cycle, as better mobile attribution and ad formats are released.
- Publishers are making desktop ad formats and pages more similar to mobile, to take advantage of the growth in consumer mobile usage and to reconcile the cross-device user experience.
“As mobile continues its upward trend as the go-to device for consumers, digital marketers are understanding the indispensible need for a comprehensive cross-channel advertising strategy,” said John McNulty, Vice President of Global Marketing at Marin Software. “Our research data present a clear sign to any advertiser who may be on the fence about mobile investment – now is the time to understand and act on the benefits of mobile’s moment.”
Mobile Advertising Around the Globe: 2016 Annual Report: