@BingAds
Seizing the Mobile OpportunityInsights from the Bing Network
May 3, 2023
Mobile ecommerce continues to surge
UK mobile shoppers by device
Source: UK Mobile Shoppers, eMarketer 2014 -2019
2014 2015 2016
Shoppers on Smartphones (Million)
28.2 31.9 35.3
% of Digital Shoppers
74.5% 80.6%67.6%
22.5 25.4 27.3Shoppers on Tablets (Million)
54.1% 59.2% 62.3%% of Digital Shoppers
Increasing ad spend on mobile
Spend on the rise
Source: UK Mobile Ad Spending, eMarketer 2014 -2019
2014 2015 2016Mobile Internet Ad Spending (Billion)
£2.3 £3.3 £4.4
% YoY Change 45% 35%90%
UK mobile users who have made a purchase due to research conducted
on a mobile device2 (% of respondents)
Writing a product or service review
None of these
Purchasing for home delivery/ collection
Reserving for collection in-store
Researching specific details
Browsing with intention of a purchase
Checking and comparing prices
Browse products for fun
12%
2%
24%
20%
23%
26%
28%
33%
7%
10%
19%
20%
21%
25%
26%
40%
Shopping related mobile activities: Smartphone Vs Tablets1
(% of respondents)
Smart-phonesTablets
64%19%
17%Chart Title
Yes
plan to pur-chase in near future
No
Mobile devices are critical to the purchasing funnel
1: Source: eMarketer, Webloyalty and Conlumino, “The Mobile Consumer”, Sep 20152: Source: eMarketer, xAd and Telmetrics, UK Mobile Path to purchase 2014
Over 90% of smartphone & tablet users are using their mobile devices for shopping-related activities, most popularly for browsing & comparing prices.
80% of UK mobile device users have either made a purchase or plan to make a purchase due to research conducted on their mobile devices.
Many timesa day
A few timesa day
At least once
a week
At least once
a month
Less than
once a month
4%7%
23%21%
11%
Smartphone M-commerce shoppers, by frequency1
(% of respondents)
Smartphone shopping habits are shifting
1: Source: eMarketer, OfCom-UK, International Communications Market Report 2015.2: Source: eMarketer, xAd and Nielson, 2015 Mobile Path to purchase, UK 2015
One third of smartphone shoppers actively shop on their smartphones at least once a week.
Two thirds of UK smartphone shoppers now primarily shop in the comfort of their home.
2013 2014 2015
43%61% 64%
57%39% 36%
Location where UK smartphone shoppers researched products via smartphones2
At home Out of home
42%
Smartphone opportunities for advertisers
19% 36%Currently use mobile advertising
Plan to use mobile advertising
Have never used mobile advertising
According to an IAB study, only 42% of UK organisations are promoting products/services via ads on smartphones.
Source: IAB UK Mobile Advertiser Snapshot StudyBase: All respondents including screen -outs (713)
26%It’s critical
18%It’s useful, not
essential53%
It’s important
3%It’s of limited
or no importance
According to an IAB study, 79% of UK
organisations consider mobile advertising an
important as part of their overall
advertising strategy.
How critical is the smartphone to the overall advertising strategy??
Source: IAB UK Mobile Advertiser Snapshot StudyBase: All respondents answering the question (295)
Mobile Device trends on the
Bing Network
YoY search volume growth
Search volume share by device
Searches on mobile devices see robust growth on the Bing Network
Internal Source: UK Bing Network search volume year on year growth across mobile devices, Dec 2015 vs, Dec 2014 Internal Source: UK Bing Network search share across devices, Dec 2015
Searches from mobile devices make up almost two-thirds of searches on the Bing
Network
38%
25%
37%PC
Tablet
Smartphone
+14%
+23%
Over 50% of searches on smartphones are from people aged less than 35.60% of searches on smartphones and tablets are by women.Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split by demographics for the period Dec 2014
– Dec 2015
Smartphone
Tablet
PC
21%
12%
17%
34%
15%
18%
32%
33%
30%
11%
32%
26%
2%
8%
9%
< 24 25-34 35-49 50-64 65+
57%
61%
51%
43%
39%
49%
Series1 Female
UK search share by demographics across devices
Under 35’s & Women lead mobile device charge on the Bing Network
• Social, Health and Restaurants & Food lead smartphone search share• Tablet share particularly strong for Retail, Auto and Travel
UK search share by device across categories
Tech & TelcoCareers & Education
FinanceB2B ServicesB2C Services
ReferenceTravel
AutoEntertainment
GamblingOthersRetail
Restaurants & FoodHealthSocial
16%
17%
18%
19%
19%
21%
23%
24%
25%
25%
28%
30%
35%
37%
43%
8%
10%
12%
7%
14%
12%
15%
15%
12%
10%
11%
16%
13%
14%
7%
76%
74%
70%
75%
67%
67%
62%
61%
63%
65%
61%
54%
52%
50%
50%
Smartphone Tablet PC
Mobile device share by category on Bing Network
Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split by devices for key categories, UK, Dec 2014 – Dec 2015
11
UK search share across devices over weekdays and weekends for top 3
categories
1 in 2 searches on the weekends are from mobile devices on the Bing Network. Retail sees the highest share of searches from mobile devices on the weekend.
Weekends important for mobile device searches
Internal Source: UK Bing Network search volume (Bing and Yahoo sites) split over weekdays & weekends by devices for top 3 categories, UK, Dec 2014 – Dec 2015
12
Weekday Weekend Weekday Weekend Weekday Weekend Weekday Weekend
27% 35%
0%
28% 35%21% 28% 17% 21%
11%15%
0%
15%19%
14%20%
11%15%
62%50%
0%
57% 47%65%
52%72% 64%
Smartphone Tablet PC
All up FinanceRetail Travel
• Mobile device searches are strongly aligned to leisure time with peak volumes rising during the evening when consumers are in a very different mindset
Mobile device searches driven by consumers in their leisure time
Internal Source: UK Bing Network search volume (Bing and Yahoo sites) by hour of the day on weekdays & weekends by devices, Jan 2016
UK search share by hour of the day on the weekends/weekdays across devices
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%1%2%3%4%5%6%7%8%9%
10%
Hot hours = > 50% of the searchesMobile devices: 4pm – 10 pmPC: 10 am – 4 pm Weekdays Weekends
Hot hours = > 50% of the searchesMobile devices: 3pm – 10 pmPC: 1 pm - 7 pm
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Smartphone PC Tablet
Investments in growing our supply
Platform investments to drive performance
Ad performance on smartphones
Ad Extensions that drive user engagement
+14%mobile search
results
+24%click growth
+40%click through
rate
Internal Source: UK Bing Network year on year trends on smartphones, Dec 2014 & Dec 2015
Device KPIs on the Bing Network in the UK
Smartphone searches provide stronger CTRs and lower CPCs
Average CPC by device, on Bing & Yahoo sites in the UK, December 2015
100%
182%
220%
£0.33
£0.29
£0.22
Average CPCsCTRs vs. desktop (indexed)
Average CTR for top queries in the UK on Bing & Yahoo sites, indexed to desktop, December 2015
Get local with your mobile audience• Combining ad extensions on mobile results in higher
average CTR. • Sitelinks and location extensions are key on
smartphones.
Internal Source: Analysis based on mainline performance of Ad Extensions on the Bing Network (Bing & Yahoo Sites) from smartphones, Dec 2015
Text Ads Text Ads + Location Extension
Text Ads + SiteLink Extension
Text Ads + SiteLink Extension + Location
Extension
3%5%
11%
16%Top ad formats for smartphones on the UK
Bing Network, by highest average CTR
75%
22%
2% 1% 0%
68%
16%8% 4% 4%
64%
20%10%
6%1%
SmartphonePCTablet
Paid clicks according to ad position for Bing UK searches across devices
It pays to be first on smartphone searches on the Bing Network• 75% of smartphone clicks are from the top ad position which
is significantly higher than on PC and Tablet
Internal Source: UK Bing Network clicks (Bing site only) split across the ad positions by devices, UK,, Dec 2015
Ad Position 1
Ad Position 2
Ad Position 3
Ad Position 4
Ad Position 5+
what which why where when how who
48%
32%
25% 23% 23%19%
13%
More questions are asked on smartphones Question related queries
on Bing smartphones have increased by more than 20% YoY, with the highest growth in the what’s & which’s.
Internal Source: UK question query growth on Bing by question type on smartphones Dec 2015 vs. Dec. 2014
Growth in
Question Query YoY
21%
UK question query growth on Bing smartphones searches
MERCHANT RATINGSAnnotations that enhance your ads by adding icons and links to high-rated reviews within the ad
MOBILE PRODUCT ADSShowcase your products in an impactful ad format that includes custom images, price and company name.
5
6
Increase your clicks on mobile by adopting Mobile ad products
APP EXTENSIONSPromote your app on Bing. Compatible with every major app store.CALL EXTENSIONSMake it easy for people to call your business by displaying your phone number.
3
4
MOBILE SITELINKSDrive more traffic to your website by promoting specific pages on your ads.
LOCATION EXTENSIONSDrive foot traffic to your business with your business address and directions.
1
2
1
2
4
3
6
5
Ad Extensions that drive user engagement
Investments in relevancy,matching, and click prediction
Source: Microsoft Internal Data, Microsoft and Yahoo DE sites, Jan 2015 vs Jan 2016, mobile devices only.
How should you optimise for the mobile device opportunity?
Invest in the Mobile experienceDevice specific ad copy and device optimised landing pages that recognise the user context
Tailor campaigns to the audienceMobile devices bring in new audiences, search behaviours and search queries
Extensions to drive engagementUtilise sitelinks, location and call extensions to drive CTR gains
Stay on TopOptimise bids to stay in the top two page positions, particularly for smartphone
Thank You!
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not be interpreted as a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the dateof this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–REGARDING THEI NFORMATION IN THIS PRESENTATION.