SOURCE: Marin Software

Marin Software

October 15, 2014 08:30 ET

Marin Software: Mobile Ads Shifting From Influencing to Converting Online Purchases

Smartphones and Tablets Account for 30% of Conversions on Google and 35% of Conversions on Facebook

SAN FRANCISCO, CA--(Marketwired - Oct 15, 2014) - As mobile adoption grows, smartphones and tablets are taking more prominent roles in the customer buying journey. A new report by Marin Software (NYSE: MRIN), provider of a leading cross-channel performance advertising cloud, reveals smartphones and tablets comprise about one third of ad conversions on Google and Facebook. The rise in ad conversions on mobile devices suggests consumers are becoming increasingly more comfortable using smartphones and tablets to complete online transactions.

News Highlights:

  • Mobile devices play a vital role in the purchase decision process. While completing online transactions remains largely a desktop activity, a recent study by Marin Software analyzing the conversion rate of mobile ads suggests smartphones and tablets are increasingly being used by consumers to complete purchases.
  • The mobile conversion trend is consistent across channels, with similar increases recorded for search, social and display ads as consumers engage and complete transactions across the web from their smartphones and tablets.
  •  During Q3 2014, Marin Software found more than one out of every three ad conversions on Facebook took place on a mobile device with mobile ad conversions increasing 16% quarter-over-quarter. Mobile ads on Facebook accounted for 52% of ad impressions and 63% of clicks.
  • According to Marin Software, in Q3 mobile devices comprised 31% of paid search impressions and 38% of search ad clicks on Google. Similar to Facebook, mobile accounted for 30% of ad conversions with mobile conversions increasing 2.4% quarter-over-quarter and nearly 11% year-over-year.
  • In analyzing display advertising, Marin Software noticed similar mobile trends to search and social advertising. Mobile devices accounted for 40% of ad impressions, 54% of ad clicks, and 38.6 of conversions. Mobile conversions increased 4.4% quarter-over-quarter and 15.8% year-over-year.
  • Marin Software expects consumers to continue to increase their engagement with brands via mobile ads and complete more purchases on their mobile devices. Advertisers are taking advantage of this trend and augmenting their investment in mobile ads for search, social and display channels.
  • For additional insights and trends in search, display, and social performance advertising across devices, download Marin Software's The Q3 2014 Performance Marketer's Benchmark Report at: marinsoftware.com/resources/whitepapers/the-performance-marketers-benchmark-report-q3-2014-vital-search-social-display-performance-data-by-device.

About Marin Software
Marin Software Incorporated (NYSE: MRIN) provides a leading cross-channel advertising cloud for performance marketers to measure, manage and optimize more than $6 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 worldwide, Marin's technology powers advertising campaigns in more than 160 countries. 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 use of Google and Facebook advertising by retailers and marketers. 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 marketers increasing their spend as a result of any considerations revealed by our analysis; the ability of Marin Software platforms to optimize a marketer's particular campaign; adverse changes in general global economic or market conditions; delays, reductions or slower growth in the amount spent on online and mobile advertising; and unforeseen developments in the digital advertising industry generally, technological changes; competition; and the fact that the digital advertising market is an emerging market 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 report on Form 10-K, 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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