open ad management company for multiscreen campaigns, Sizmek, has released the its Mobile Index.
The report examines trends and growth in mobile inventory, the changing brand landscape, and the performance of mobile ads compared to desktop and laptop environments. The report also analyses mobile defaults – ads that serve static images in place of rich media when the Flash-based ad format isn’t supported – and uncovers a considerable industry problem that has resulted in 5.35 billion wasted rich media ad impressions on mobile devices in the first quarter of 2015 alone.
The report also indicates that while mobile ads tend to get more clicks than desktop, the interaction rate (the total number of interactions out of the total number of served impressions) for desktop ads is nearly five-times higher than mobile. This can be attributed primarily to Flash mobile ads defaulting to static ads, where a click is the sole opportunity for interaction.
“Advertisers are using more rich media on mobile to reach potential customers, but they’re wasting a lot of opportunities,” said Andy Kahl, director, research at Sizmek. “By converting rich media ads to HTML5, brand advertisers can ensure that their ads are seen as intended, thus increasing return on their ad spend.”
- HTML5 ads outperformed Flash ads by 400 percent in terms of interaction rate.
- While rich media ads that relied on Flash defaulted over 98 percent of the time, those in the HTML5 format only defaulted at a rate of 8.3 percent.
- 12 percent of advertisers never served a successful rich media ad to a mobile device.
- The rate of rich media failure was much lower on desktop inventory, where 60 percent of advertisers default at a rate of less than 3 percent.
The complete Mobile Index Report can be viewed in full here.
Seven West Media has enhanced its audience intelligence offering for advertisers thanks to a new partnership with Australian mobile location intelligence platform LANDMARKS ID. LANDMARKS ID enables SWM to integrate its technology directly into the 7plus app to collect, analyse and provide rich audience profiles on 7plus app users. The new partnership improves SWM’s ability […]
Focusing “more on outcomes and less on hours” can play an important role in evening the playing field when it comes to flexible work, LVLY co-founder and chief executive Hannah Spilva believes. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their […]
The Big Ideas Store, Powered by Nine, is now open, returning for its third year with a jam-packed lineup of virtual events, workshops, research studies and speakers celebrating BIG IDEAS and BIG THINKING that make advertising famous. Normally presented as a pop-up store in Sydney and Melbourne, The Big Ideas Store has gone virtual for […]