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Understanding the Benefits of Mobile Advertising
Sophie Burrows
The Value of Mobile
40% of online sales take place on a
smartphone or tablet
86% of all mobile users check their
phones within 1 hour of
waking up
People check their phones
up to 150 times a day
50.3% of e-commerce traffic is via mobile devices
Smartphones are the most common starting place for online activities
25% of users start
on a PC
19% continue
on a smartphon
e
5% continue on tablet
65% of users start
on a smartphon
e
61% continue
on a pc/laptop
4% continue on tablet
The Mobile Consumer is Always Connected
46% of consumers say
they’ve completed a
purchase on a smartphone
45% of mobile searches are goal oriented and help to
make a decision
40% say they’ve used a
smartphone to research a purchase
completed on a smartphone
50% of purchase related
conversions happen within 1
hour of the mobile search that initiated
them
Showrooming
Users go to the store to look at a product, then purchase online later
http://www.chuckaikens.com/2014/09/08/showrooming-turning-lost-sales-into-new-opportunity/
Of consumers notice mobile ads
Mobile ads take up most of the screen
Using extensions can take up even more space, making you prominent
Reach consumers at critical times when they are making purchase decisions
Opportunities• Call extensions
• Increase phone call bookings and enquiries• Location extensions
• Lead customers to store front
• App Install extensions• App downloads
• Shopping• Compare products and prices
Ensure your site is optimised!
67% of consumers are more likely to buy on a mobile optimised site
40% turn to competitors sites after a bad mobile experience
Landing Page Best PracticeCTA front and centre
Lightweight, quick loading landing pages
Be direct and conciseUse large text and big buttons
Include a phone numberInclude address if a local business
Use as few fields as possible in forms
Mobile Ads Best PracticeInclude ad extensions
Keep description short and sweet
Ensure ‘mobile preferred ads’ is ticked
Make it easy for users to convert
Advertising Mobile AppsProviding consumer value with apps
100 billion app
downloads in 2013
+60% YOY
$35B spent in app stores in 2014 - +31%
YOY
85% of time on mobile is spent in app
3 million+ apps available in app stores
60% of apps have never
been downloaded
95% of apps are
abandoned within 1 month
20% of apps only used
once
Available App Ads
• App install ads• App engagement ads
• App extensions
