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Mobile banner ads tend to have much higher click rates, observes ad firm MediaMind. While PC...

Mobile banner ads tend to have much higher click rates, observes ad firm MediaMind. While PC banner click rates amount to just 0.1%-0.4% (depending on geography), mobile click rates range between 0.42% (Asia-Pac) and 1.41% (EMEA). Google (GOOG), which has been struggling with low mobile ad prices, can take some comfort in that, as can Velti (VELT) and Millennial Media (MM). Facebook (FB), another company facing mobile ad challenges, has seen high click rates for its mobile Sponsored Stories ads.
Comments (9)
  • obiwan.jacoby@gmail.com
    , contributor
    Comments (4) | Send Message
     
    the click rate can be entirely explained as accidental clicks.
    On a mobile touch screen it is very easy to accidentally hit the wrong place this shows as a click. I have done it a few times myself far more than on purpose - at least ten to one.
    27 Aug 2012, 07:06 PM Reply Like
  • Gumby
    , contributor
    Comments (2315) | Send Message
     
    there will be pop ups or buried underneath soon ... Advertisers will do anything to annoy us!
    27 Aug 2012, 07:10 PM Reply Like
  • rick flair
    , contributor
    Comments (369) | Send Message
     
    i'd say its closer to EVERY one of them is accidental...no moron on earth would click on an ad while trying to phone someone or send an messsage. you're brain would be smaller than the COO or CEO of a corporation if you believe ANY of the lies coming out of the mouths of the goofs who try to sell this schizer ...
    27 Aug 2012, 07:11 PM Reply Like
  • SoldHigh
    , contributor
    Comments (1013) | Send Message
     
    This is comical -- people Accidentally! click those annoying ads on the tiny screens.

     

    Meaningless.
    27 Aug 2012, 07:26 PM Reply Like
  • Ken Sanders
    , contributor
    Comments (64) | Send Message
     
    Click rates are fine, but what really matters to advertisers is how many of those clicks result in purchasing behavior... That is fairly easy for advertisers to measure... In mobile, they are simply not seeing the results (which include accidental clicks), hence the significantly lower pricing of the ads... The real story is that 'click-through' pricing - from which Google generates so much of its revenue - may be a fatally flawed model for mobile advertising...

     

    I agree about the accidents - even popups typically have 'X' close buttons so tiny it's 50/50 when you try to close them... Same thing with Facebook 'sponsored' links - people usually don't notice it's an ad... Advertisers are noticing that these ads aren't producing much revenue for them, hence their unwillingness to pay higher prices...
    27 Aug 2012, 07:58 PM Reply Like
  • SA Editor Eric Jhonsa
    , contributor
    Comments (763) | Send Message
     
    That's a good point. Even if the ads are effective, the sites they go to have to be effective in creating purchases or some other kind of monetizable activity. At least unless you're just doing brand advertising.

     

    And even if the site's good, monetizing can be tough if you're asking users to put their credit card numbers into a phone or fill out a lengthy registration form (PayPal, I guess, would be a little more convenient).
    27 Aug 2012, 08:34 PM Reply Like
  • Ken Sanders
    , contributor
    Comments (64) | Send Message
     
    I agree, instant purchasing is much less likely with a mobile ad than with a web ad... Brand awareness ads are worth much less to advertisers...

     

    It's not clear to me yet if Google can generate the volume on mobile to compensate for their pricing problem... Each quarter their margins get smaller and smaller... We'll see...
    27 Aug 2012, 08:39 PM Reply Like
  • Richard Ian Carpenter
    , contributor
    Comments (23) | Send Message
     
    What about Google's Wallet, or similar apps, that store your information on your phone. These applications make online purchases using a mobile device easier.

     

    I'd like to see these numbers: Number of applications, number of users, number of purchases, amount of purchases. This kind of data would allow a better analysis of mobile user activity and the monetization of mobile ads.
    28 Aug 2012, 10:22 AM Reply Like
  • rick flair
    , contributor
    Comments (369) | Send Message
     
    its like putting ads on toilet paper, YEAH everyone looks at it, but does that make them buy anything? only imbeciles , who's mind can't hold a simple thought anyway....
    28 Aug 2012, 12:42 AM Reply Like
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