Mobile Ads Draw More Clicks (For Now)

The good news is that mobile banners get far higher click rates than display ads on desktop computers. The bad news: that rate looks set to drop.

MediaMind, an ad technologies firm, recently reviewed more than 230 million mobile impressions in Q4 2010 and Q1 2011 and found that mobile ads achieved an impressive CTR of 0.61 percent, while standard display banners for PCs recorded a CTR of 0.07 percent.
Ariel Greifman, principal research analyst for ad technologies firm MediaMind, which produced the study, doesn’t attribute it to the genius of the ads themselves, but rather to the novelty of mobile ads and the relative scarcity of mobile banners on mobile homepages.
“Mobile is in a relatively early stage in terms of advertising, and just like in the beginning of online advertising, PC response rates were considerable higher, which is typical of an early stage medium,” he said.
Mobile ads occupy more page real estate than browser ads, and mobile users browse with the phone closer to their eyes, so the ads have more of a visual impact, Greifman believes. Often, there is only one banner per page so there is a greater likelihood that a consumer will simply click out of curiosity.
“Mobile has a high rate of performance in the evenings because consumers don’t feel comfortable browsing at work; they may be browsing at night while watching TV, and relaxing. They are browsing for entertainment so it has more of an impact,” said Greifman.
Griefman believes that user-experience, however, is still a factor in driving CTR for mobile, whether at the device level or in terms of the medium itself.

More in Media

NewFronts Briefing: Samsung, Condé Nast, Roku focus presentations on new ad formats and category-specific inventory

Day two of IAB’s NewFronts featured presentations from Samsung, Condé Nast and Roku, highlighting new partnerships, ad formats and inventory, as well as new AI capabilities.

The Athletic to raise ad prices as it paces to hit 3 million newsletter subscribers

The New York Times’ sports site The Athletic is about to hit 3 million total newsletter subscribers. It plans to raise ad prices as as a result of this nearly 20% year over year increase.

NewFronts Briefing: Google, Vizio and news publishers pitch marketers with new ad offerings and range of content categories

Day one of the 2024 IAB NewFronts featured presentations from Google and Vizio, as well as a spotlight on news publishers.