SOURCE: Marin Software

Marin Software

December 08, 2015 09:00 ET

Marin Software: Holiday Shopping Weekend Sees Dramatic Increase in Mobile Use, but Not at the Expense of Desktop or Tablet Devices

Retail Search Data Analysis Shows the Continuing and Crucial Interplay of Mobile, Desktop, and Tablet

SAN FRANCISCO, CA--(Marketwired - Dec 8, 2015) -  Marin Software Incorporated (NYSE: MRIN), provider of a leading cross-channel, cross-device performance advertising cloud for advertisers and agencies, today released its post-Black Friday and Cyber Monday data analysis for retail clients. The findings show that although smartphone shopping and ad spend grew much faster than other devices, this growth did not detract from desktops and tablets, with clicks and spend increasing across all devices.

Looking at year-over-year (YoY) performance marketing trends based on the Marin Global Online Advertising Index, Marin identified several key insights for paid search:

  • Between Black Friday and Cyber Monday, smartphone clicks grew by 87% YoY, almost equaling desktop clicks. This reflects a dramatic increase compared to 2014, when smartphone clicks accounted for only 28% of all clicks.
  • Clicks grew across smartphones, tablets, and desktops, with the large increase in smartphone click share being attributed to growing smartphone adoption. The increase in tablet and desktop clicks YoY shows that people are using their smartphones in addition to desktop and tablet devices, not instead of them.
  • Marin saw similar trends across spend, with the ad spend share for mobile growing by 66% YoY.
  • Overall ad spend for mobile was up 101% with spend doubling on both Google and Bing YoY.
  • Cyber Monday beat Black Friday in terms of clicks and ad spend for both 2014 and 2015 with cost per click (CPC) prices markedly higher than any other day over the weekend.

"Digital marketers are well aware that Cyber Monday is now just as important, if not more so, than Black Friday, and that mobile continues to be big news," said John McNulty, Vice President of Global Marketing at Marin Software. "What they should also be aware of is how important it is to target users across all devices. Our data clearly indicate that despite the ever increasing importance of mobile as part of the decision making process, desktop and tablet devices aren't going anywhere any time soon."

About Marin Software
Marin Software Incorporated (NYSE: MRIN) provides a leading cross-channel performance advertising cloud for advertisers and agencies to measure, manage and optimize more than $7.2 billion in annualized ad spend across the web and mobile devices. Offering an integrated SaaS platform for search, display and social advertising, Marin helps digital marketers improve financial performance, save time, and make better decisions. Advertisers use Marin to create, target, and convert precise audiences based on recent buying signals from users' search, social and display interactions. Headquartered in San Francisco with offices in 8 countries, Marin's technology automates advertising with the largest publishers around the globe. For more information about Marin's products, please visit:
http://www.marinsoftware.com/solutions/overview

Forward-Looking Statements
This press release contains forward-looking statements including, among other things, statements regarding the capabilities of our products. These forward-looking statements are subject to the safe harbor provisions created by the Private Securities Litigation Reform Act of 1995. Actual results could differ materially from those projected in the forward-looking statements as a result of certain risk factors, including but not limited to technical or implementation issues with Marin's products; adverse changes in general economic or market conditions; delays, reductions or slower growth in the amount spent on online and mobile advertising; unforeseen developments in the digital advertising industry generally; technological changes; competition; and the fact that the search and mobile markets are emerging markets and rapidly evolving. These forward looking statements are based on current expectations and are subject to uncertainties and changes in condition, significance, value and effect as well as other risks detailed in documents filed with the Securities and Exchange Commission, including our most recent reports on Form 10-Q and current reports on Form 8-K that we may file from time to time. Marin Software assumes no obligation to, and does not currently intend to, update any such forward-looking statements after the date of this release.

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