News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
'Alarming' mobile ad-click figures uncovered
Mobile ad-serving company, S4M, has released the findings of recent analysis of mobile ad campaigns that reveals half of all ad clicks are not reaching their intended destination.
In their analysis of more than 1 billion ad impressions from campaigns across the U.S., Europe and Asia during May 2014, S4M found that the number of ad clicks that arrived at their destination was as low as 50% for mobile-only ad inventory.
For tablet-only campaigns 35% of clicks did not reach their intended destination, a better figure than for smartphones, but still a much higher percentage than most advertisers would find acceptable.
According to Christophe Collet, founder and CEO at S4M, the analysis shows that "there is room for significant improvement in the deeper understanding of where the best campaign value lies".
S4M identified three main reasons for the poor performance. The difficulties involved in designing ads for a small screen size promotes 'fat finger syndrome' leading to user click error. Also, slow network speeds can cause abandonment. Finally, click fraud by automated bots can register a click but not the arrival.
"Spending budget on clicks that never arrive is budget wasted. Every point in the consumer journey needs to be analyzed to provide a clear picture of campaign performance to enable real optimization," says Collet. "Whilst the visit-through rate is one example of this, other metrics such as actual app installs, or repeat users for example, will help media buyers and planners pin optimization to metrics that illustrate the lifecycle of a user and the real ROI of a mobile ad campaign."
Image via Shutterstock
- Study: Americans don't understand their health plan
- Study: Service virtualization can reduce risk
- Survey: Solo-preneurs on the rise
- Ad Roundup: Data, funding and a new video unit
- Retailers: Customer experience also about employees
- 3 Questions with Returnly
- Research reveals significant increase in online shopping
- Telehealth: Convenience driving interest in visiting a doctor via video
Featured White Papers
- What Your Website and a Great Book Should Have in Common
With real-time personalization, your website can share many of the same characteristics of a best-selling novel - including the ability...
- Twitter for Business: Everything You Need to Know
Using Twitter requires a lot more effort than just sharing a link and throwing in a hashtag or two....