Although the mobile era has come, to advertisers, "money" still delayed the future

In terms of user size, behavior and dosage, the mobile age has arrived. The reason why mobile ads overwhelm the desktop, in addition to the large-scale use of mobile devices, but also includes mobile ad clicks and conversion rate of ascension. (see below the conversion rate comparison) Therefore, in order to effectively persuade advertisers to buy, Google, Facebook and so on still need to develop measures to measure the transformation of the means and establish a unified standard.

In terms of user size, behavior and dosage, the mobile age has arrived. But for advertisers, mobile "money" is still slow in the future, because desktop advertising revenue is still the big head. However, according to several reports, this may change as early as next year.

EMarketer's latest report on U.S. digital advertising revenue is a reversal of 2016. According to its forecasts, 2015 desktop advertising and mobile advertising revenue is 29.89 billion U.S. dollars (51%) and 28.72 billion U.S. dollars (49%), the gap has been very small. By the year 2016, desktop advertising revenue would have shrunk to $26.59 billion trillion, while mobile advertising had soared to 40.5 billion dollars, increasing by more than 40% and raising its share to 60%. And Marin Software, an online advertising firm, is even more optimistic that mobile ad revenues will surpass the desktop by the end of 2015. The company observed that 2014 mobile-paid search's share increased from 32% to 44%, at this rate, and 2015 mobile search could overtake the desktop.

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The reason why mobile ads overwhelm the desktop, in addition to the large-scale use of mobile devices, but also includes mobile ad clicks and conversion rate of ascension. One of the biggest contributors to mobile advertising is app, which accounts for 75% of mobile revenue, perhaps thanks largely to the rise of native advertising, which combines content with a more seamless mix. Companies such as Google and Facebook are also aggressively pushing this trend forward, and some companies are forcing customers to buy mobile ads while buying desktop ads. Google made more adjustments to its policies last month, pointing out that companies that are ready to move will get better treatment when searching.

However, mobile advertising still faces challenges. Marin found that the user's behavior model is mainly using mobile phone search, using the desktop to buy, similar behavior makes it difficult to determine the conversion rate of mobile ad clicks. (see below the conversion rate comparison) Therefore, in order to effectively persuade advertisers to buy, Google, Facebook and so on still need to develop measures to measure the transformation of the means and establish a unified standard.