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1、INSIGHT SERIES The Definitive Facebook Advertising Playbook 9BESTPRACTICESERIESMobile Advertising Around the Globe: 2016 Annual Report2 BESTPRACTICESERIES Mobile Advertising Around the Globe: 2016 Annual Report TABLE OF CONTENTSExecutive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . .
2、. . . . . . . . . . . . . . 03Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04Methodology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 04Findings: Overview. . . . . . . . . . . . . . . . . .
3、. . . . . . . . . . . . . . . . . . . . . . . . 05Findings by Device . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 06Recommendations: Optimizing Mobile Advertising Across Channels . . . . 13About Marin Software. . . . . . . . . . . . . . . . . . . . . . . . . .
4、. . . . . . . . . . . . . . 143BESTPRACTICESERIES Mobile Advertising Around the Globe: 2016 Annual Report Executive SummaryIn 2015, global smartphone adoption reached an all-time high. Thanks to thisrapid expansion of smartphone and smartphone usage around the world, adver-tisers now have an opportu
5、nity 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 worlds largest and most sophisticated advertisers, allowing us to gain insight into prevalent trends around smartphone and tablet usage a
6、cross 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 themajority of consumer online usage for the first time. Consumers are nowspending more tim
7、e and attention on mobile devices than desktop as aresult, advertisers have been shifting spend away from desktop towardssmartphones 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 tr
8、actionwith consumers and advertisers, publishers are innovating. While mobile adformats formerly took cues from desktop, publishers are now swapping theformula, making desktop ad formats and pages more similar to mobile.3. Mobile conversion is gaining traction. Desktops are still the primary conver-
9、sion-driving device; however, within the past year, conversion rates have beengrowing on mobile devices. While mobile devices have historically been usedfor product research or upper-funnel activities, this is changing, as bettermobile attribution and ad formats are released. Expect this trend to co
10、ntinue.4 BESTPRACTICESERIES Mobile Advertising Around the Globe: 2016 Annual Report IntroductionOn an evermore interconnected globe, the world is becoming more and more centered on the usage of smartphones and tablets. Mobile device adoption hasreached the point where its now the majority device of
11、choice. This comes as nosurprise, with eMarketer having predicted that the number of tablet and smart-phone users would hit 1.06 billion1and 2.04 billion,2respectively, by the end of2015 meaning a significant portion of the global population now uses a mobiledevice regularly.As the mobile marketplac
12、e and consumer adoption of smartphones increases,advertisers have taken notice. In 2015, mobile advertising spend versus desktopreached an all-time high of 52% of all US digital advertising spend.3This research brief analyzes mobile trends from 2015, forecasts the state ofmobile advertising for 2016
13、, and examines the overall performance of mobile ads across devices and channels. Our objective for this report is to help digitalmarketers understand the new advertising landscape in developing effectivebenchmarks and strategies for success.MethodologyIn this study, we looked across leading brands
14、and advertisers that manage more than $7 billion in annualized search, social, and display spend. Our data set represented all major industry sectors in the following countries or regions: Australia India Singapore Brazil Japan United Kingdom Canada Mexico USA China New Zealand Eurozone RussiaThe si
15、ze and diversity of our data set, coupled with our broad geographic cover-age, enables us to provide the most comprehensive report on how mobile devicesare changing consumer behavior across search, social, and display. That beingsaid, our clients mainly consist of large advertisers spending upwards of $100,000per month on paid-search, social, and display. As such, the information presentedin this report is biased towards larger advertisers, an
