It comes as no surprise that mobile Web traffic is growing quickly, as smartphones and tablets continue to proliferate. For retailers, that trend is becoming ever more significant, as users abandon their desktop and laptop PCs to browse and, instead, shop while they’re sprawled on the couch or waiting for a train.
According to projections by IMB Coremetrics, 15 percent of traffic to U.S. retailers’ sites will come from non-desktop devices during this year’s November holiday season, representing more than 100 percent growth over the same period in 2010. Meanwhile, around 10 percent of sales are expected to come from mobile, too.
Despite rapid adoption from consumers, marketers have been slow to embrace mobile, owing in part to problems around standardization and targeting. That budget can be more effectively invested in desktop Web ads, they say.
Retailers don’t have that luxury, though. If 15 percent of consumers are on mobile, that means a portion of their customer base probably is, too. As a result, IBM suggests they should be investing in “hyper-personalized” shopping experiences, as well as collecting data to inform cross-channel marketing programs and promotions.
Lots of vendors are now touting mobile site optimization platforms, designed to help retailers and marketers keep pace with consumer behavior and deal with the device fragmentation that continues to confuse the landscape.
In addition, Google launched its own campaign this week designed to educate marketers and retailers – a.k.a. its search advertisers – about the importance of mobile optimized sites. Consumer engagement increases 85 percent when a site is optimized for mobile, Google said.
-
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
-
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
-
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
-
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
-
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
-
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
