Consumer online shopping behaviour is continuing to evolve at a rapid pace, according to 2015 eCommerce Industry Outlook report by Criteo.
In 2015, mobile devices will account for 40% of eCommerce transactions globally, and more than 50% in the developed markets.
More precise exact-match methods will be available this year for enterprises and this will remove the complexities associated with cross-device advertising.
58 percent of retail executives and ad agencies rank enhancing cross-device capability technology as the most important of their 2015 mobile marketing efforts.
Cross-device advertising will enable retailers to differentiate between existing users and new prospects. This type of advertising will also help them better understand shopping behaviour across desktops, tablets, and smartphones.
"Advertisers who stay ahead of the curve by making sound investments in solutions like cross device targeting and mobile-optimized websites and apps will be best positioned to meet consumer demand and generate sales," said Eric Eichmann, president and COO, Criteo.
Do or die
Brick-and-mortar retailers have to adopt a do or die policy for eCommerce this year in order to survive in this competitive business world.
42 percent of retail executives and ad agencies rank consumer engagement as the primary goal of mobile app strategies.
Automated ad formats will allow advertisers to access a significantly greater part of the inventory available around the world. This technology will also make it a lot easier to scale campaigns internationally.
Consolidation will increase in the ad-tech industry making it simpler for ecommerce marketers to identify marketing solutions to reach their goals.
"2015 will be a dynamic year for the eCommerce industry as consumer online shopping behavior continues to evolve at a rapid pace. The growth in time spent across multiple screens means marketers need to manage more complexity when targeting consumers," added Eichmann.
Sign up for Computerworld eNewsletters.