Tag: mobile advertising

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”.

New mobile ad platform raises $7 million in funding.

mNectar, an app promotion startup, has created a new mobile advertising platform called Playable, which allows gamers to demo a game on their mobile device before they choose to download or purchase it, and the company has raised $7 million in Series A funding from New Enterprise Associate (NEA).

The new groundbreaking mobile ad platform provides consumers with a better shopping experience.

In an interview with GamesBeat, CEO and founder of mNectar, Wally Nguyen, said “We created this company to solve the problems of mobile advertising.” He added that “Our ads give you a chance to instantly sample games and apps. We can connect people with the right apps.”

According to Nguyen, their “playable ads” improve the shopping experience of potential mobile game buyers as they browse through new game options. “Today, everything else doesn’t tell you what you are getting,” Nguyen commented. It is the hope of mNectar to solve the app discovery problem that so many mobile app developers have due to the huge amount of mobile game competition that exists within app stores, which makes the chance of being discovered quite difficult.

The CEO of mNectar said that the firm is equipping mobile ads with cloud delivery and mobile app virtualization. This enables consumers to try out a playable demo of an app or a game prior to downloading it. This results in higher advertising revenue for application developers and produces an experience that is more enjoyable for mobile users.

The interactive ads are many times more effective than other mobile advertising.

Presently, the majority of mobile users depend on friend recommendations, app ranking lists and app reviews in order to determine which game to play. Standard ads, such as pop-ups, banners and videos, do not give the consumer any real indication of what the actual gameplay would be like.

The user retention rates of interactive advertisements are four times more effective compared to other types of ads like interstitials and they are two times better than mobile video ads. According to Nguyen, these results have received verification by independent ad measurement firms.

Playable gives users the chance to experience the real product for a brief time. This helps them to instantly decide whether or not the game or app is worth downloading or buying. The CEO explained that the unique mobile advertising platform leads to fewer retention issues because users know precisely what they will be getting when they download the app.