Turns out the mobile ad market is growing in a higher rate than expected. BizReport shares today the results of the latest mobile search report from search agency Latitude which reveals that paid search clicks on mobile accounted for 8% of total paid search clicks and that this is expected to reach double figures by the end of the year. Furthermore, the search report found that CTR on mobile averaged higher than desktop at 4.7% compared with 3.8%.
Although right now there is less ad space available on mobile, it is bound to change as the market and technology evolves.
It will also be interesting to see whether these numbers will impact the arbitrage between mobile and desktop regarding brands' marketing budgets; perhaps some companies will specifically decide to focus on mobile rather than desktop.
2 comments:
The difference in CTRs for mobile vs. desktop is impressive, but I think using the two (along with other screens such as TV) in conjunction is the way to go. Focusing on one platform exclusively could be too narrow a focus and, as we can all probably attest, quality of ads served on smartphones is not the same as those available on desktop.
Where I think mobile could have a huge advantage is in being able to geotarget consumers. For instance, if you're walking by a Best Buy, what a perfect time to get a Best Buy ad on your phone. There are probably some Big Brother-esque concerns about this kind of tactic, but people seem to be willing to give up more information with each passing day.
Maybe Naveen Selvadurai from FourSquare has some thoughts on the topic...
Scott and Tali- I found mobile ads very interesting, and was surprised at the data that you show CTR for mobile vs desktop. I have always wondered just how could mobile ads be effective? In many ways, they seem to be the most intrusive-- you are on your mobile device usually for a specific purpose, looking up directions or a review or using an ap. On the internet- or even a TV ad or on the newspaper- you don't mind the interruption as much as you're most likely interacting with the TV, newspaper or web site for longer. Mobile ads seem to be more disruptive and more annoying to the consumer... or least to me, they are.
And even if you do click through, are you going to then spend several minutes learning about the product on your mobile screen? And finally, if you are out and about- since you are, after all, using your mobile- will you really want to take the time to stop and study an ad closer? All of these factors made me question just why anyone would use mobile ads in the first place.
But, as Scott said, just one form of marketing won't do. Like all forms of marketing, the most effective campaign is likely to be one in which multiple media are used and the customer sees the same ad- or at least the same reinforcing image or message- in multiple places.
So, perhaps I just answered my own question!
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