Marin Software Infographic: Auto, Financial, and Healthcare Industries See Mobile Ad Spend Boom
New data from global brand advertiser spending over $7 billion a year on digital ads reveals three key verticals have dramatically boosted ad spend on mobile devices
SAN FRANCISCO, CA – May 13, 2015 –
As consumers shift their attention to the small screen, advertisers are increasing spend on mobile advertising to reach them. According to new data from Marin Software (NYSE: MRIN), provider of a leading cross-channel performance advertising cloud, three industries in particular dramatically boosted spending on mobile ads in Q1 2015: healthcare, finance, and automotive. These three sectors reacted quickly to changing consumer behavior; more people researched cars, health plans, and financial products on their phones, driving advertisers to adapt spending to this new mobile world.
The new data is culled from global brands that manage more than $7 billion in annualized ad spend through Marin’s platform. The dataset represents all major industry sectors and 13 countries and regions, including the US, UK, Eurozone, Japan, and China.
Key Findings in Marin Software’s Infographic:
Healthcare brands spent approximately 13% more on mobile ads in Q1 2015 than a year earlier, and saw a 28% year-over-year increase in mobile ad impressions and a 10% increase in clicks during the same quarter. Consumers are demanding immediate, on-the-go access to health and fitness data more than ever before, along with 24/7 tracking of their health and fitness data. This awareness has been marked by a huge growth in consumer fitness wearables and mobile health trackers, making these services more accessible than ever. Marin believes consumer adoption of health wearables such as fitness trackers and smart watches will accelerate in 2015 as more of these highly anticipated devices hit the market. To reach the mobile-connected consumer on wearable devices and smartphones, Marin anticipates that healthcare companies will continue to spend significantly more on mobile advertising in 2015.
Automotive brands increased their spend on mobile ads by 10% in Q1 2015, compared to Q1 2014, and saw an 11% year-over-year increase in impressions and a 9% increase in clicks during the same quarter. The increase in consumer engagement is indicative of a shift in car shopping consumer behavior. Marin believes consumers will increasingly use smartphones at dealerships to research and purchase, driving a surge in mobile auto app usage in 2015. As automotive brands recognize the importance of mobile in the product research and conversion lifecycle, Marin anticipates that these brands will invest heavily in mobile ads, which could cause automotive mobile ad spend to reach parity with desktop by the end of year 2015.
Financial brands spent 15% more on mobile ads in Q1 2015 than the same period a year earlier, and saw a 24% year-over-year increase in mobile ad impressions and 9% in clicks during the same quarter. This has been spurred by increased demand for fast mobile banking and payment services, marking the growth of interest among consumers for mobile financial services. Marin believes mobile banking and payments will become more widespread as acceptance grows among consumers for these services. Financial brands will focus on creating mobile-first apps as consumers demand speed, security, and accessibility for transactions. Correspondingly, Marin believes that financial services companies will spend more on mobile ads than desktop ads by the end of this year.