Cross-channel performance advertising cloud company Marin Software has predicted at least 45 per cent of all shopping ad clicks will be on a smartphone this holiday season.

Marin Software, who are responsible for more than US$7.2 billion of annualised ad spend for retailers Bloomingdales, Macy’s and Net-A-Porter, outlined the impact of mobile devices on shopping ad click-through rates (CTRs) in a newly released report. The report surveyed retailers spending over US$100,000 per month on Google and Bing text ads and product listing ads (PLA’s).

The report sought to understand shopping trends ahead of the silly season and discovered opportunities for brands across mobile increased significantly throughout the year on both desktop and mobile.

While desktops had a strong 25 per cent increase in clicks during November and December, smartphone clicks increased almost 90 per cent between January and December.

“This is the kind of data analysis that retail marketers can use immediately in anticipation of the upcoming holiday season,” said John McNulty, head of global marketing at Marin Software.

“As more and more consumers move to mobile, we’re seeing the same shift in their on-the-go purchasing behaviors. What’s eye opening for us is the heightened effectiveness of image based shopping ads over text during the holiday season. With publishers like Google and Facebook all making shopping ad platforms the norm, ad campaign strategies will no doubt echo this trend.”