B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • NRL
  • Anthony Albanese
  • WPP
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • State of Origin
  • Spotlight on Sponsors
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Mobile Ads Might Get More Clicks But Desktop Interaction Five-Times Higher: Sizmek
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Mobile Ads Might Get More Clicks But Desktop Interaction Five-Times Higher: Sizmek
Media

Mobile Ads Might Get More Clicks But Desktop Interaction Five-Times Higher: Sizmek

ayaan.mohamud
Published on: 13th July 2015 at 11:00 AM
ayaan.mohamud
Share
2 Min Read
SHARE

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.”

Key findings:

  • 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.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Project Clever Buoy, Russell Howard, The Beef Oracle
Share

Latest News

Sir Martin Sorrell: WPP’s Weak Leadership & Poor Positions On Data, Digital Led To Publicis Overtaking
13/06/2025
Why You’re Suddenly Seeing So Many Ads On Prime Video & Why Advertisers Are Thrilled
13/06/2025
AKQA Promotes Eric Orton To Lead The Evolution Of It’s Technology Capabilities Across APAC
13/06/2025
Tourism New Zealand Launches ‘Come & Find Your 100% Pure New Zealand’ Celebrating The Uniqueness Of Aotearoa, Via TBWA\ NZ
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?