The Rise of Mobile and How to Connect with Today’s On-the-Go Consumers


In today’s mobile-first world, consumers’ expectations are higher than ever. They want to be able to buy what they want, when they want, no matter where they are — and have a great experience along the way. Combined with the growth of e-Commerce, it’s no surprise the number of mobile transactions is rapidly increasing.

Let’s take a look at the mobile commerce landscape, and how marketers can rise to meet the challenges.

In-App Transactions Dominate the Current Landscape

Over 65% of all digital purchases in North America now take place on mobile, and in-app transactions dominate.

From online storefronts and payment options to full catalogs of inventory now available instantly in the palms of consumers’ hands, users are feeling more comfortable than ever when making purchases on their smartphones.

According to eMarketer, “m-Commerce sales worldwide reached an estimated $1.357 trillion in 2017, or 58.9% of e-Commerce spending overall. By 2021, m-Commerce will account for 72.9% of the e-Commerce market.”

Mobile Challenges Span the Customer Journey

These days, the path to purchase is anything but predictable, with consumers searching and buying across mobile web and apps all across the world, at every hour of every day. According to most recent Criteo’s Commerce Report, retail apps that have unified, consistent experiences across web and app platforms typically see higher conversion rates. 

“To help marketers meet the challenge of creating impactful retail experiences, Branch’s partnership with Criteo gives advertisers the tools to create more seamless user experiences across websites and mobile apps, maximizing sales and increasing ROI along the way,” said Eric Stein, EVP & GM at Branch.

For marketers, having an impactful retail experience for every customer means:

    • Optimizing the customer experience for mobile purchases
    • Understanding the customer journey across every device, platform, and channel
    • Unifying cross-channel and cross-platform attribution methods
  • Engaging customers with relevant content throughout the journey to drive sales

So how can marketers tackle these challenges while taking advantage of mobile (let alone cross-platform) growth opportunities?

Solving Fragmented User Experiences and Measurement with Branch & Criteo

To help marketers meet all these challenges, we’re partnering with Criteo. Through this partnership, advertisers can create more seamless user experiences across websites and mobile apps to maximize sales and increase ROI.

In addition to providing the industry’s leading deep linking technology, Branch’s Universal Ads offers the first-ever product to give advertisers an accurate and comprehensive view of ad performance across desktop web, mobile web, and native apps. Our unique and differentiated attribution engine uses a historical record of anonymized and resettable identifiers to build a “link graph” that unifies a user’s cookies and device IDs into a single identity.

Make the Most of the Mobile Opportunity

The future is clear: Today’s shoppers are continuing to buy more and more on mobile devices, and an already-huge opportunity to capture more in-app sales is expanding.

“With over two-thirds of all digital purchases in North America now taking place on mobile, Criteo and Branch are empowering marketers to drive on-the-go shoppers down the purchase funnel and to remarket to these valuable shoppers over time,” said Lucy Rogers, Director of Global Partnerships at Criteo.

With the Branch & Criteo integration, advertisers can tackle mobile challenges directly. Whether you’re measuring the cross-platform impact of Criteo campaigns, driving incremental ROAS, or tracking performance across browsing environments, you can ensure you’re giving your users the optimal ad experience across the entire path to purchase.

If you’re interested in leveraging Branch for your Criteo ad campaigns, you can request a demo for Universal Ads or leave a comment down below. To try advertising on Criteo, visit the business page on Criteo’s website.