Marin Software Research Shows Search Advertising Spend Will Reach 50% Mobile in 2016
Consumers turn to mobile devices as desktop takes a back seat
San Francisco, CA (December 14, 2016) – Marin Software Incorporated (NYSE: MRIN), a leading provider of cross-channel, cross-device, enterprise marketing software for advertisers and agencies, released research findings today forecasting that mobile search advertising spend will represent 50% of all search advertising spend by the end of 2016. Complete research results, actionable analysis, and key takeaways can be found in Marin Software’s report: The Q4 2016 Performance Marketer’s Benchmark Report: Vital Search, Social, and Display Performance by Device.
Although mobile search advertising spend has been slowing year-over-year and appears to have reached a stability point, the pace has been steady enough to anticipate that the channel will soon be mobile-dominated. In its report, Marin Software advises search advertisers to take advantage of mobile-first ad formats and to allocate budgets with a view towards a more mobile-focused landscape. Marin also recommends that search advertisers keep up with mobile web standards to ensure an optimal user experience.
“Search advertising continues to rapidly evolve. New, advertiser-friendly and mobile-centric innovations are keeping pace with consumer demand for online searches and ongoing product deals,” said John McNulty, Vice President of Global Marketing at Marin Software. “Our research reinforces the need for search advertisers to not only stay smart about how to best earmark their budgets, but also to provide the most effective user experience for on-the-go consumers.”
To create its report, Marin sampled the Marin Global Online Advertising Index, which consists primarily of enterprise-class marketers—larger advertisers and agencies that spend in excess of $1 million annually on paid search, display, social, and mobile. Marin focused its research on a representative set of global advertisers active on its platform for the past five quarters, measuring key performance indicators on a year-over-year and quarter-over-quarter basis.