Tag: mobile ad

The research also suggested that regardless of this fact, many marketing firms are still “addicted to clicks.”

The results of a recent marketing study have now been released, showing that while click through rate (CTR) are still commonly used to measure the success of mobile ads, they are not a very effective metric for that purpose.

The study was carried out by Nielsen after having been commissioned by the xAd firm.

This research indicated that at its best, CTR can provide marketers with an idea of the consumer awareness and interest when it comes to a mobile ad or a brand. However, if that metric is used, the report recommends that it should not be used all on its own. Other measures are also required to actually identify the true success of a given campaign.

This mobile ad performance study was run on the xAd platform and measured a spectrum of campaigns.

Throughout all of the campaigns in this mobile marketing study, there were a total of 80 campaigns examined that were run for 12 individual national brands. Across each of those campaigns, there were a total of 200 million impressions that had been measured for the purpose of this study. These marketing campaigns all took place during the first two quarters of 2014.

A provider of location analytics, Placed, was also used in order to conduct this study so that store visits could be measured as a result of the response of consumers to the mobile advertisements that they saw.

Among the results of the study were the following:

• CTR is not a strong indicator of performance and could be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits.”
• Since mobile display campaigns are optimized with CTR in mind, secondary actions such as directions and calls are influenced in a negative way.
• Some of the highest offline in-store visit rates were sometimes connected with lower CTRs.

Regardless of the fact that many marketing firms were aware of the fact that CTR does not necessarily provide the most accurate metrics for campaigns, they continued to use them, nonetheless.

The massive online marketplace is now getting ready to enter into smartphone advertising in a whole new way.

A new mobile ad network from eBay is slated to launch within the last quarter of this year, giving marketers the opportunity to place their messages within the company’s app.

This is going to provide marketing firms with an opportunity to reach a tremendous number of consumers.

It is estimated that there are around 4.6 million people that use eBay’s mobile app every day. The ability to place a mobile ad in front of those consumers could present a considerable opportunity to advertisers. According to eBay on a new page that it has created on its own website, “For the first time, we’re giving you the opportunity to connect with eBay users throughout their entire shopping journey.”

These mobile ad placements will reach consumers right when they are searching for and buying products.

According to the company’s own stats, users of the eBay mobile app spend an average of 150 minutes on that application every month. Comparatively, the application of the closest competitor (which was not identified on the site) saw only 47 minutes of use in the average month.

The website stated that advertisers will be able to place their ads to be displayed cross-channel, including a range of different mobile devices such as tablets and smartphones. In order to be able to place the advertisements, eBay is working with Triad Retail Media, which is a firm based in St. Petersburg, Florida.

This new network is designed to help marketers to be able to improve the targeting of their ads as the eBay app requires its users to log in, which means that the app is able to track the behavior of the user within that app. This helps the company to be able to ensure that the mobile ad options selected for a given user are likely to be relevant to that individual. This, according to the head of display advertising at eBay, Stephen Howard-Sarin. He explained that “We know what these people bought, what they looked for, what they want to buy,” and that “We know exactly who the users are, so we know that the targeting will be relevant.”