Mobile Advertising Gives Big Boost to Mobile Commerce This Holiday Season

comScore is reporting holiday season retail eCommerce spending for the last six weeks of this holiday season.

To-date, comScore says, $33.8 billion has been spent online – a 13-percent increase over last year. Last week, incredibly, was the single biggest week of online shopping on record. As MMW reported on Thursday, December 9th was eBay’s “biggest mobile shopping day” in history.

Mobile commerce, it’s safe to say, is now growing faster than many industry experts and analysts had anticipated. And some believe mobile advertising is one of the paramount reasons for this undeniable ascension.

Correspondingly,  eMarketer finds record growth in U.S. mobile ad spending, which is due in large part to the success of so-called native ad formats like Facebook’s mobile newsfeed ads and Twitter’s Promoted Products.

These products represent a seamless experience across platforms for consumers – which means platform owners are able to successfully earn (or, in some cases, not lose) revenue as consumers continue to increase time spent on mobile devices with smaller screens unsuited to much of the inventory that accounts for the bulk desktop display advertising.

Although a great deal of optimism exists for the future of mobile advertising, for now all eyes are on the history-making season of eCommerce that this holiday shopping season has represented so far.

“This past workweek saw four days surpass the billion dollar spending threshold during the heaviest five-day online shopping period on record,” said comScore chairman Gian Fulgoni on Monday. “With this most recent week in the books, the peak spending period may now be in our rear-view-mirror – but the online holiday shopping season is not over yet.”

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