I note these stats on gomonews with great interest – and some scepticism Mobile Advertising Click Through Rates of 5%, 12%, 25% and 29%?. Any comments welcome.
I am not the only one who finds the recent high profile comments about Click through Rates hard to swallow.
It started with Vodafone’s Ray de Silva quoting 25% at Mobile Advertising and Marketing Forum in London in January.
Then, at the MoMo Peer Awards Blyk’s CEO quoted 29%. Both Vodafone and Blyk have not shown any proof about this and they do sound like figures pulled out of that hat.
I spoke candidly to AdMob about the “reality” of these figures and there was agreement that these figures can only come out of very controlled circumstances or campaigns managed within a week or month. These are not the industry standard for on-going mobile advertising services.
As a market leader AdMob says that its click through rate on average is about 10 to 15% – which is impressive and on top of that realistic. But quoting figures as high as 29% is doing little that building up home for mobile advertisers in the market.
I would actually go so far as to say it’s like a “please advertise with me” number that sounds appealing but without justification or signing up – one will never know.
We know mobile advertising is a growing market. But quoting figures without substance is a bad move.
If you look at the chart above it’s from a campaign that I ran with AdMob. I made the same charts in more detail for campaigns run with Decktrade, Google and JumpTap and others.
By using examples of bkimedia.zinadoo.mobi and gomonews.mobi in campaigns run over 2 weeks I managed to track to see what campaigns were more effective by terms of cost and click through over each vendor. If you would like to know more, then contact me – but in the diagram above over two days the sheer volume of impressions on AdMob drove down the click-through vs cost ratio. The above is only a very small example and the click through rate for the campaign was about 2% – but then the cost of the campaign was also only pennies.
Finding a rational between cost vs click through vs impressions is the first step that companies need to take in the mobile advertising and marketing space before quoting unrealistic click through rates.