AdParlor, an advertisement company that helps
customers post ads on Facebook, conducted a study of over 200 million
impressions of ads on both mobile and non-mobile platforms. The study, “The
State of Facebook Mobile Advertising,” revealed that click-through rates were 13
times greater for mobile ads than desktop ads, and 15 times greater for the
mobile ads than the non-mobile ads (average click-through rates were 1.32%
verses 0.086%). Moreover, the study showed that advertising via mobile is cheaper
than non-mobile channels; average cost-per-click rates were $0.42 verses $0.60.
This study shows that mobile is one of the most powerful emerging digital marketing channels. The results from the study obviously showed that mobile ads outperformed non-mobile ads both in click-through rates and cost-per-click rates. However, we must understand true significance of the abovementioned statistic. First, as marketers we need to understand actual conversion rates. There could be possibility that mobile ads have higher click-through rates, but lower conversion rates than non-mobile ads. For example, mobile phones have much smaller screens than desktop screens. Consequently, smartphone users could have accidently or unintentionally clicked mobile ads while navigating. Second, is it true that mobile ads are cheaper than non-mobile ads? The mobile ads have lower average cost-per-click, but in terms of profitability and efficiency, will it be really better than non-mobile ads? Therefore, I believe that it would be the best to utilize multiple marketing channels to successfully sell a company’s products or services.
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