OREANDA-NEWS. May 26, 2016. Seeing people with their eyes glued to something as they go about their day isn't new, but these days that something is the screens of their smartphones. Perhaps they are checking their email, browsing social media for the latest news, or searching for deals on their favorite shopping app. Today more than ever consumers are turning to mobile to access content from virtually anywhere, so this week we share data insights that highlight the effectiveness of people-based advertising, the importance of mobile ads, and Facebook’s share of browser traffic.

“People-based [Advertising] Performance is Real”

The best way to reach your known customers and boost ROI is to leverage CRM data to target ads across various devices and platforms. Of course, not all companies have fully adopted people-based advertising. But among media buyers, a quarter of them said this new way of targeted ads accounts for over half of their total digital ad spend, according to Signal. The effectiveness of people-based advertising over traditional display speaks for itself; 83% of media buyers report superior performance using addressable media. This holds true across campaign objectives as 63% of advertisers see better click-through rates and 60% have higher conversions rates. 

Retail E-commerce Sales Shift to Mobile

The amount of retail sales through mobile devices will increase 39% year-over-year in 2016 to \\$123 billion according to eMarketer. Of all retail e-commerce sales in 2016, 32% will be on a mobile device. As consumers turn to mobile to do their retail shopping, it is essential that you reach your customer with mobile ads. The latest Facebook earnings report show 82% of total Facebook ad revenue is on mobile; clearly users are engaging with ads in their mobile news feeds on Facebook and Instagram.

Facebook Dominates Browser Traffic

Facebook is a great example of a platform that enables you to target a CRM list to bring users to your website using Custom Audiences. ScientiaMobile shared a report that compares iOS browser traffic on stock browsers (such as Safari, pre-installed on iOS) to non-stock browsers (such as Google Chrome for iOS) or an app that must be downloaded (such as Facebook). The report revealed that 37% of all iOS web traffic happens in Facebook. A look at just iOS App webviews, where a webpage is hosted within the app rather taking the user to a different internet browser, shows that Facebook commands fully 85% of all app webview traffic. Put your message in front of your customers eyes where they are already consuming media: Facebook.