“The global eCommerce industry saw impressive growth in 2014 with
goods and services worth $1.5 trillion bought by shoppers via desktops,
tablets and smartphones. Advertisers are now spending an increasing
proportion of their marketing budgets on Internet advertising. This ad
spend is forecast to surpass $160 billion in 2015, of which more than
$58 billion will be spent on Display advertising” — Eric Eichmann, President and Chief Operating Officer at Criteo.
On January 2015, Criteo has presented “eCommerce Industry Outlook 2015" sharing their top 5 predictions of what advertisers can expect in 2015.
1. Mobile share will grow to 40% of eCommerce transactions globally
Mobile share of online sales grew steadily in 2014. In 2015 Criteo expect mobile devices to account for 40% of eCommerce transactions globally, and more than 50% in the developed markets including the US, UK and Japan.
2. Cross-device marketing
An analysis of 2,000 Criteo advertisers in Q2 2014 showed that 15–20% of sales made by 86 million users with multiple devices were cross-device sales. In 2015, the complexities around cross-device advertising will disappear with the availability of more precise exact-match methods, which will drive a significant uplift in sales for retailers.
3. Programmatic buying will drive rapid growth in native advertising
In 2015, native ads will become every bit as scalable and measurable as IAB standard ad units — and therefore native ad inventory will grow significantly.
4. Brick-and-mortar retailers will focus even more on online strategies
eCommerce will become “do or die” for brick-and-mortar retailers in 2015 as they experience the increasing impact of shopper “webrooming” and “showrooming” behavior.
5. Mobile apps focus will shift to re-engagement
Mobile app marketers will start to focus more on re-engaging with users who have previously installed the app but are not using it.