Tag: mobile ad

Mobile marketing is proving to be difficult, even for the pros

| July 28, 2015

Marketers hare having a hard time trying to master advertising over smartphones and tablets.

According to recent data published in a report from DialogTech Insights, mobile marketing is causing quite a bit of challenge for marketers that are hoping to be able to reach consumers over their favorite devices.

The issue is primarily stemming from a lack of metrics to show whether or not their efforts are working.

The data from the firm said that mobile search and landing pages are bringing about a combined 81 percent of all calls for their customers. Equally, another 18.7 percent have been driven by mobile display and social. That said, when call attribution has not been established, mobile marketing companies don’t catch 49 percent of the conversions over smartphones and tablets. This brings about an inaccurate understanding of their return on investment (ROI) figures, and it places the optimization of their campaigns at risk.

This is happening despite the fact that mobile marketing sources have grown by 34 percent in half a year.

Mobile Marketing Proves DifficultOver the last complete year, there was a 77 percent increase recorded by the firm’s report. That report was based on an analysis of over 400,000 inbound calls that were placed to companies, and more than 60 million website sessions that had been tracked through the DialogTech platform called Voice360. That platform boasts more than 5,000 active customers spanning 35 different industries.

The data analysis in the report indicated that despite the fact that conversion rates are still significantly varied based on issues such as product and industry, the firm determined that there is an average 2.4 percent web form conversion rate on landing pages.

The DialogTech senior vice president of marketing, strategy, and analytics, Steve Griffiths, explained that “Call tracking is a form of lead attribution and marketing analytics technology marketers use it to track inbound phone calls back to the specific marketing source that originated them.” This means that call tracking makes it possible for mobile marketing companies to better understand their campaigns, ads, and keyword searches, as well as online and offline sources. A better understanding enhances the ability for optimization.

Google says mobile ads benefit from gadgets with larger screens

| May 28, 2015

As the focus shifts to a multi device experience the search engine giant is making a number of considerable discoveries.

Mobile ads are a relatively recent component of the overall strategy at Google and, following its recent shift to focus on being more friendly to smartphones and tablets, and the technology giant has been developing a massive amount of insight about this advertising channel, particularly since “mobile-geddon”.

This insight seems to be guiding the company well, according to its senior vice president of ads and commerce.

That individual, Sridhar Ramaswamy, has explained that the company is handing its move to a multi device experience well. He has pointed out that selling mobile ads to advertisers could be more challenging when the majority of those advertisements end up on mobile devices, because they have screens that are smaller than standard desktops and laptops. Marketers hesitate because many consumers find it to be a hassle, or not adequately secure to follow an ad to the point that they will actually make a purchase.

However, Google is working hard to make sure that it can halt the slipping prices of its mobile ads.

Mobile Ads Benefit from Larger Screens - iPad TabletThe Wall Street Journal recently released a report that underscored Google’s efforts to improve the value of its advertising options. It has found that it can greatly benefit from the recent shift in the mobile technology toward the use of devices with larger screens.

Two of the devices that have effectively shown that consumers are interested in smartphones and mobile devices that have larger screens include the iPhone 6 and iPhone 6 Plus, which were launched by Apple, last fall. Similarly, the flagship Google smartphone that was recently released, the Nexus 6, features a large 5.9 inch screen.

While addressing the topic of mobile ads, Ramaswamy said that “As phones get bigger the space issue becomes less challenging.” He added that “This is essentially a tablet. People’s ability to navigate sites and fill out forms and such goes up tremendously,” as he withdrew his own Nexus 6 device to illustrate the point that he was making. These larger screen size trends, combined with the new data storage at Google, described in another Wall Street Journal report, indicate that the company is making every effort to overcome the decreasing willingness of marketers to pay for advertising on mobile screens.