Why Mobile Advertising Doesn’t ‘Click’ With Many Mobile Users

It’s no secret that mobile device owners see a lot of advertisements. However, just because they see them doesn’t mean they see what these ads are offering. Earlier …

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Why Mobile Advertising Doesn’t ‘Click’ With Many Mobile UsersIt’s no secret that mobile device owners see a lot of advertisements. However, just because they see them doesn’t mean they see what these ads are offering.

Earlier this year, polling by Nielsen for xAd and Telemetrics revealed that 70% of mobile users (on tablets, smartphones, or both) came across ads in the previous month.

But the majority didn’t click.

According to eMarketer, smartphone users are more inclined to click on mobile ads (43% of smartphone users click on ads vs. just 37% of tablet users).

In March 2014, Adobe had Survey Sampling International (SSI) conduct similar research and their findings showed that the platform used to deliver the mobile ad is also a critical component in determining whether a mobile ad received a click.

Even geography is a factor.

North American mobile users are significantly more likely to check out mobile advertisements, regardless of whether the ads were delivered on wearable devices, tablets, smartphones, ereaders, or another connected mobile device.

So what happens to the ads that get ignored? How can marketers get the attention they seek?

All roads lead back to relevance.

According to xAd and Telemetrics, the main reason mobile users were not clicking on mobile advertisements was because the ads were simply of no interest or meaning to them. Once that problem is addressed and resolved, mobile advertisers should see their ROI from mobile advertising climb significantly.

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3 comments

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    Tanner9 Thank you!

  2.    Reply

    Tanner9 Thank you!

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    The local market;s should be able to take advantage of this this opportunity with a mobile website with seo applied locally. Small business owners are in a position with most searches on mobile being local. Have a coupon on your mobile website, with directions, and a tap to call button. Smartphone users may bypass national or regional ads. But local businesses with mobile websites can use this tool to grab a few extra customers.

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    This is bookmark worthy material right here and the new golden rule of mobile advertising. If it isn’t well targeted, relevant, and optimized as much as possible, it’s not going to be very effective. Airpush says nearly three-quarters of mobile users actually find relevant mobile ads to be an invite rather than a nuisance (http://www.airpush.com/how-consumers-are-driving-a-new-acceptance-of-mobile-advertising/)