Tag: mobile ads

Report reveals the Southeast Asian country is the world’s ninth largest mobile ad market.

According to The Buzzcity Report, in the second quarter (Q2), Thailand became the 9th biggest mobile advertising market in the world with more than 2 billion banner ads delivered to over 12 million mobile users.

Thailand’s digital economy is one of the fastest to develop in the world.

Buzzcity’s Country Manager for Thailand, Wararin Phoonuch-Aphai, said that “as smartphone penetration grows from its current 60-per-cent level, we expect more advertisers to keep increasing their digital presence through banner ads, apps, mobile sites, and more, to connect with customers.”

From the first quarter, the country experienced a 42% growth in mobile advertising. Changing trends in international and national online shopping supported this remarkable increase in advertising.

An extremely thorough report that was commissioned by the Mobile Marketing Association and was carried out by global advertizing network, BuzzCity, showed that more consumers were shopping online and via their mobile devices than ever before. It was found that half of mobile consumers regularly made online purchases. Almost 1 in 5 looked up products online prior to making in store purchases. Altogether, over 70% of mobile users engaged in online shopping.

Furthermore, of the Thai consumers who were surveyed, 59% engaged in online shopping, with 1 in 4 utilizing their mobile phone to buy goods and services. In addition, shoppers in the country were using their mobile devices to educate themselves before buying. 29% of mobile users said they used their mobile devices in-store to read online product reviews before making a purchase, while 24% said they used their phones in-store to consult with family or friends to obtain their opinion about a product.

The most popular products purchased online were clothes and accessories (38%), groceries (25%), computers/electronics (18%) and music (15%).

According to the report India came in first in mobile advertising in Q2.

The survey conducted by Buzzcity occurred from April to May and involved 3,590 participants from 26 countries, which included 11 Asia-Pacific markets. While Thailand ranked ninth, India took the top mobile advertising position during Q2 with over 22 billion advertisements, more than 131 million mobile surfers and a 10% quarterly increase. Indonesia took second place with over 16 billion ads, more than 68 million mobile users and a 1% increase.

As much as the smartphone marketing sector is taking off, one study is showing it may be more noise than action.

S4M, a mobile ads firm, has just released the findings of a recent study that it conducted based on an analysis of smartphone advertising campaigns, which has shown that nearly half of all of the ad clicks are not actually reaching the planned destination.

The research involved an analysis of over 1 billion ad impression from American, European and Asian campaigns.

These were all mobile ad campaigns that ran during May 2014. What S4M determined was that among the clicks that were achieved, as few as 50 percent actually managed to reach their intended destination during that month. The news was slightly better when it came to tablets, as the clicks that were made over those devices failed to reach their destinations 35 percent of the time. That said, as high as that figure might sound, it was considerably better than was achieved over smartphones.

This lack of proper performance by mobile ads is understandably far lower than acceptable for most marketers.

The S4M CEO and founder, Christophe Collet, stated that this research reveals that “there is room for significant improvement in the deeper understanding of where the best campaign value lies.” The company also came up with three primary reasons that they believe that this poor performance is occurring in advertisements over these devices.

The first was in being able to create ads on a very limited screen size, which can lead to “fat finger syndrome”, in which the user merely clicks the ad in error, when the intention was to touch something else on the screen. The second was slow network speeds, which can lead to a dramatic increase in abandonment. And finally, automated bot clicks in fraud scams that will register that the click actually occurred, but not the actual arrival of a visitor.

Collet pointed out that when it comes to mobile ads, “Spending budget on clicks that never arrive is budget wasted.” He explained that each point in the journey of the consumer must be measured and analyzed in order to generate a much clearer picture of the performance of a given campaign, in order to “enable real optimization”.