In just a year, display has gone from a desktop-based ad channel to a mobile one, showing a dramatically faster shift than either search or social. Not only has the display advertising world seen huge changes this year, but even more changes are anticipated in 2016.
This is indicative of a larger trend in digital advertising as a whole, where consumers are spending more time and attention on mobile devices like smartphones and tablets instead of desktops. In response, advertisers are allocating more and more of their display budget to targeting mobile consumers.
During Q3 2015, consumer engagement with display ads moved very decidedly towards smartphones. Over half of all display ad clicks came from a smartphone, and these ad clicks resulted in the majority of conversions.
eMarketer predicts that, by end of year, 60.5% of display ad budgets will be on a mobile device, and we’re seeing the same trends within Marin. This added consumer attention has translated to heightened innovation in the mobile display ad space. New formats for display ads are coming out on a regular basis, replacing the old banner ads to help encourage more click-through and conversion on mobile display ads.
For more information about the current state of display advertising and forecasts for 2016, download our report, The Q3 2015 Performance Marketer's Benchmark Report, and check out our industry infographic below.