Mobile devices had the highest average click-through rate (CTR) across all digital ad channels in 4Q14, according to a recent report from Marin Software.

The report was based on data from the Marin Global Online Advertising Index, which looks at over $6 billion worth of spend on the Marin platform. The index consists primarily of enterprise-class marketers—larger advertisers and agencies that spend in excess of $1 million annually on paid search, display, social, and mobile.

Search ads had the highest average CTR in 4Q14, with social and display lagging sharply—in line with how all three digital advertising channels have performed historically—the analysis found.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji