B ES T S PR ER AC IE TI S CE Mobile Advertising Around the Globe: 2015 Annual Report 9 IN SIGH T SE RIE S The Definitive Facebook Advertising Pl aybook marinsoft Executive Summary In 2014, global smartphone adoption reached an all-time high with 25% of the world population owning and using one. This proliferation of smartphone and smartphone usage by consumers around the world has presented an opportunity for advertisers to reach consumers at a much greater level than before, with click-to-call or click-for-directions ads. As the leading provider of a cross-channel ad cloud, Marin works with the world’s largest and most sophisticated advertisers, allowing us to gain insight into the most insights into the most prevalent trends regarding the usage of smartphone and tablet devices across search, social, and display which are critical for reaching consumers. Three of our specific findings, which we cover in more detail, are highlighted below: 1. Mobile device adoption amongst consumers continues to grow relative to desktop. Consumers spend more time and attention on mobile devices than desktop now, 1 and advertisers have been shifting spend away from desktop towards smartphones and tablets to reach consumer attention. Due to this digital advertising paradigm shift, mobile advertising budget is predicted to exceed desktop advertising budget by end of 2015. 2. Consumers are more likely to use mobile devices for product research than desktop. Smartphones and tablets are used by consumers for research and represent the top of the funnel, while desktops are where they go to convert. With 40% of all online adults starting an activity on one device and ending on another, 2 it’s important to retarget ads seen on mobile to desktop or tablet in order to ensure maximum view-time by engaged consumers. Use a third- party tracker to track users across device and channel to fully optimize adver - tising spend thr
