Report: 40% of Mobile Ads Are a Waste of Money
We've heard Pandora CEO Joe Kennedy point out how mobile advertising is booming. And, he's right. According to eMarketer mobile advertising will jump to $5.9 billion by 2016. However, using the hottest or latest trend, (mobile advertising) doesn't always mean advertisers will get a great return on their investment. In fact, eMarketer has discovered it may be quite the opposite as 40% of all mobile ad clicks worldwide are deemed invalid.
eMarkter reports 6 million mobile display advertising clicks worldwide resulted in wasted dollars for brands. "Mobile devices’ smaller screens and the imprecision of using one’s finger for site navigation were likely contributors to the high rate of accidental clicks (22%). Poorly placed or rendered mobile display ad units may have also played a role. Click fraud is hardly a new concept to pay-per-click (PPC) marketers, and the same basic types that occur on desktop have migrated to mobile. The study found one in 10 display clicks were from a botnet or client-side fraud. A botnet is a virus that creates a false click count then logged in the advertiser’s or site’s server."
Read the entire eMarkter story HERE
(9/18/2012 12:55:01 PM) |
I'm surprised at the number of spots and "live" reads that miss at my radio company when we're automated. I'm pretty sure those incidences aren't reconciled and the clients are still billed. If I was to buy radio time, I would insist that my spots air only during times the station was "live".
|- No Name DJ|
(9/17/2012 8:17:58 AM) |
Fudged, tweaked or fantasized numbers aside, my first thought on this – as it applies to radio – is about all those spots that get played on stations that are, at best, being heard in the background. This is certainly not what the advertisers are expecting and it doesn’t do station owners much good either.
I find it ironic how conveniently station reps become big believers in and touters of the power of subliminal advertising. (“Well, a part of them is hearing it!”) Might even be true - in a kinda, sorta way... or sumthin'....
|- Ronald T, Robinson|
Add a Comment | View All Comments