As mobile adoption grows, smartphones and tablets play a more prominent role in the customer journey, and clicks are turning into conversions.
Smartphones and tablets make up a third of ad conversions on Google and Facebook, according to a global report by Marin Software.
One in every three ad conversions on Facebook were on mobile, an increase of 16% on the previous quarter. Mobile ads account for 52% of ad impressions and 63% of clicks.
On Google, mobile accounted for 30% of conversions, an increase of 2.4% quarter-on-quarter and nearly 11% year-on-year.
Mobile browsing also increased 19% in the quarter compared to desktop which fell 5.5%, signalling the shift towards mobile.
In search mobile increased clickshare by 6.1%, while desktop dropped by 8.5%.
Jay Revels, MD of Marin Software APAC told AdNews that due to the story the research is telling about the growth of mobile, advertisers need to get their strategy right around the channel in 2015.
“The growth of mobile conversation versus desktop by default advertisers have to improve in certain areas,” he said.
Revels said that when it comes to steps brands can take with their mobile strategy, having a mobile optimised website is vital.
“There's an obvious missed opportunity because of the change in PC conversations and the growth of mobile conversations, it's a miss opportunity if you're not optimising to a mobile interface,” he said.
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