A few months ago I posted about the impressive efficacy of iPhone ads with 50% of AdMobs traffic coming from iPhone apps which comprised 1/6th of their overall distribution. (When I asked AdMob why they thought it was so high, they mentioned a deeper level of engagement, etc. Curious to see if this trend continues.) The remaining 5/6th was from mobile sites.
Recently, research has shown us that mobile ads have an abysmal click-through rate – especially on the iPhone. Mobile users, in general are half as likely to click on mobile ads than terrestrial Internet users and while iPhone users comprise 66% of the overall hits, they only make up .30% of the clickthroughs.
So ads within iPhone apps do well but ads in mobile sites don’t. Until the iPhone, the mobile Internet was primarily focused on tasks. “Where is that restaurant?” or “What is the phone number for the book store?” Limited screen real estate made it a basic tool that you could also download wallpapers and ringtones for. Kind of a digital hammer with the ability to change the color of the handle.
Then the iPhone happened, with its focus on usability. (I spent 45 minutes today surfing the mobile web on my iPhone. Never did that with my Blackberry.) Now that I actually have the Internet in the palm of my hand, I can actively ignore ads more than ever! I ignore them on online. Why would this be any different. And as we can see it is different. It’s worse. There are several reasons for this. Again; screen real estate does not make ads more palatable. Also, with mobile devices becoming an extension of ourselves, which only increases with a smart phone; I don’t want ads “on me”. Unless of course I ask for them.
The most successful piece of mobile advertising is search based ads, which currently accounts for 24% of mobile ads and is expected to go to 73% by 2013; that’s 73% of a $3.1 billion market for those of you keeping score at home. I’m starting to understand this whole Android thingy and why Facebook partnered with Nokia back in September.
Search is the safest bet because presenting an offer when someone is actually looking for something makes sense. Much safer than magically delivering them a coupon when entering a store. Why would I turn down a coupon for something? I know many people that avoid sales; even on the smallest of items. They assume there is something wrong with the product and business is trying to get rid of it. Also, what if I’m giving them a discount on something they were prepared to pay full price on? I may lose money when I may already have loyalty. Not to mention, the level of interruption that one feels when the phone goes off — for any reason. Of course this is not always true but there is an inherent gamble in sending somebody ANY information. Even after they have opted in. Remember, the experience must not be disruptive and the user should be able to turn ads off. I tried to address these concerns when I posted about a mobile ad search service. The focus would not be supplying an ad with a search result but specifically on searching for advertisements (most likely coupons).
As I reread what I’ve written it seems to all boil down to user behavior. As we all know, user behavior is difficult at best to predict, especially when the behavior is responsive. That is why businesses must partner with their customers. This is even more important on a mobile device for the reason I mentioned above. It’s an extension of that person. (This is why mobile social is going to explode.)
I’ve been wrong before. (It’s true.) I think it’s extremely unlikely mobile advertising, outside of search is going to prove very successful with current strategies, even if technologies get much better. Now conduit marketing is another story!
BqSh
Wow, superb blog layout! How long have you ever been running a blog for?
you make running a blog glance easy. The full look of your site is magnificent, as neatly as the content!
You can see similar here sklep
Wow, fantastic blog layout! How lengthy have you been blogging for?
you made blogging look easy. The whole glance of your site is great, let alone the
content! You can see similar here e-commerce
hey there and thank you for your information – I’ve certainly
picked up anything new from right here. I did however expertise a few technical points using this web site, as I experienced to reload the site lots of times previous to
I could get it to load properly. I had been wondering
if your web host is OK? Not that I’m complaining, but sluggish loading instances times will often affect your placement
in google and can damage your high-quality score if advertising and marketing with Adwords.
Anyway I am adding this RSS to my email and can look out for a lot more of your respective intriguing content.
Ensure that you update this again soon.. Escape room
Very interesting points you have mentioned, thanks for putting up.?
Greetings! Very helpful advice in this particular article! It is the little changes that make the biggest changes. Thanks a lot for sharing!
Your style is so unique in comparison to other folks I’ve read stuff from. Thanks for posting when you have the opportunity, Guess I will just book mark this blog.
This excellent website really has all of the information I needed about this subject and didn’t know who to ask.
You are so cool! I do not think I have read a single thing like that before. So nice to find somebody with original thoughts on this topic. Really.. many thanks for starting this up. This site is one thing that is needed on the web, someone with a little originality.
I could not refrain from commenting. Very well written.
A fascinating discussion is worth comment. There’s no doubt that that you should publish more on this subject, it might not be a taboo matter but generally people do not talk about such issues. To the next! All the best.
I wanted to thank you for this very good read!! I certainly loved every little bit of it. I have you book marked to check out new things you post…
After looking at a handful of the blog articles on your blog, I truly like your technique of writing a blog. I bookmarked it to my bookmark webpage list and will be checking back in the near future. Take a look at my web site too and tell me how you feel.
Saved as a favorite, I really like your blog.
I blog quite often and I truly thank you for your content. The article has really peaked my interest. I am going to book mark your website and keep checking for new details about once a week. I opted in for your Feed too.
You’re so cool! I don’t suppose I’ve truly read through anything like that before. So wonderful to find someone with a few unique thoughts on this subject matter. Really.. many thanks for starting this up. This web site is one thing that’s needed on the internet, someone with a little originality.
Howdy! This article could not be written much better! Going through this post reminds me of my previous roommate! He continually kept talking about this. I’ll send this post to him. Pretty sure he will have a great read. Thanks for sharing!
Bu casino’daki slot oyunlarında büyük jackpotlar kazanmak çok heyecan verici.
bookmarked!!, I like your web site.
I quite like looking through an article that can make men and women think. Also, thanks for allowing me to comment.
The next time I read a blog, Hopefully it does not fail me just as much as this particular one. I mean, Yes, it was my choice to read, however I truly thought you’d have something interesting to say. All I hear is a bunch of moaning about something that you could possibly fix if you were not too busy seeking attention.
After I initially commented I seem to have clicked the -Notify me when new comments are added- checkbox and now every time a comment is added I receive 4 emails with the same comment. Is there an easy method you can remove me from that service? Thank you.
Great information. Lucky me I came across your blog by accident (stumbleupon). I’ve book-marked it for later!
I blog frequently and I truly thank you for your information. The article has really peaked my interest. I will take a note of your website and keep checking for new details about once a week. I subscribed to your RSS feed as well.
Your style is unique in comparison to other folks I’ve read stuff from. Thank you for posting when you have the opportunity, Guess I’ll just book mark this blog.
Next time I read a blog, Hopefully it doesn’t disappoint me just as much as this one. After all, I know it was my choice to read through, nonetheless I genuinely believed you’d have something helpful to talk about. All I hear is a bunch of crying about something that you could possibly fix if you were not too busy looking for attention.
I blog frequently and I really appreciate your content. Your article has really peaked my interest. I will take a note of your blog and keep checking for new information about once per week. I opted in for your Feed as well.
This is a topic that’s close to my heart… Cheers! Where are your contact details though?
A fascinating discussion is worth comment. There’s no doubt that that you ought to write more on this topic, it might not be a taboo subject but typically people don’t talk about such subjects. To the next! Kind regards!
Next time I read a blog, Hopefully it does not disappoint me as much as this particular one. I mean, Yes, it was my choice to read through, however I truly thought you would have something useful to talk about. All I hear is a bunch of moaning about something you could possibly fix if you weren’t too busy searching for attention.
Way cool! Some very valid points! I appreciate you writing this article plus the rest of the website is very good.
Spot on with this write-up, I seriously believe that this amazing site needs a lot more attention. I’ll probably be returning to see more, thanks for the info!
I absolutely love your site.. Excellent colors & theme. Did you build this amazing site yourself? Please reply back as I’m attempting to create my very own site and would love to find out where you got this from or what the theme is named. Thanks!
Hi, I do think this is a great blog. I stumbledupon it ;) I may revisit once again since I book-marked it. Money and freedom is the greatest way to change, may you be rich and continue to help other people.
Hello! I just wish to offer you a huge thumbs up for the great info you have right here on this post. I am returning to your site for more soon.
Aw, this was an exceptionally nice post. Spending some time and actual effort to make a great article… but what can I say… I procrastinate a whole lot and don’t seem to get nearly anything done.
After looking at a number of the blog posts on your website, I really like your way of writing a blog. I saved it to my bookmark website list and will be checking back in the near future. Please check out my web site as well and tell me how you feel.
A motivating discussion is worth comment. I do believe that you should write more on this subject matter, it might not be a taboo matter but usually people do not discuss these topics. To the next! Kind regards!
It’s difficult to find experienced people in this particular subject, but you sound like you know what you’re talking about! Thanks
Your style is very unique compared to other people I have read stuff from. I appreciate you for posting when you’ve got the opportunity, Guess I will just bookmark this web site.
Right here is the perfect site for anyone who wants to understand this topic. You know so much its almost hard to argue with you (not that I actually will need to…HaHa). You definitely put a new spin on a topic which has been discussed for many years. Great stuff, just wonderful.