4 mobile advertising myths busted
Malevolent myths about mobile advertising persist, keeping clients and marketers alike from taking advantage of all mobile has to offer. Quantcast debunks four of these baseless rumours.
Malevolent myths about mobile advertising persist, keeping clients and marketers alike from taking advantage of all mobile has to offer. Quantcast debunks four of these baseless rumours.
With 34.6m smartphone users in the UK and tablet ownership up 66% in a single year, mobile advertising is already big business – and it’s only set to grow, with the mobile share of UK digital advertising spend projected to reach 58% in 2017.
Yet malevolent myths persist and this keeps marketers from taking advantage of all mobile has to offer. Audience measurement and real-time advertising specialist Quantcast debunks four of these baseless rumours in their new white paper How to be successful in mobile advertising (download below).
False. 65% of all online shopping is started on a smartphone. Plus, according to data from the IAB, 57% of tablet users say it’s their go-to device for surfing the web at home. That means these devices deliver similar direct response performance to desktop.
Not so. More than a third of inventory on all major ad exchanges is now mobile and, as time on mobile keeps increasing, it’s only up from here. Plus, mobile inventory is priced within 20% of desktop.
Simply not true; Android, Blackberry and Windows Phone devices all accept third-party cookies – that’s 85% of mobile users – and iOS users can manually accept a 3rd party cookie at any time.
Actually according to Emarketer 20% of digital media is consumed on mobiles – that’s second only to TV. Plus, mobile usage is set to grow 23% this year – mobile is increasingly becoming the main screen for consumers.
Download the full white paper to learn more:
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I think another important myth to bust is that banners are dead. Just because Google and Yahoo haven’t figured out how to make them more effective or profitable on mobile doesn’t mean there aren’t better options available, especially for developers looking to monetize their apps in a subtle, non-intrusive way. iAd has been really impressive on the iOS side of things in this regard. Same goes for Airpush over the Android side of things. Their Abstract Banners are probably the best banners I’ve seen on mobile (probably why their dev promo can guarantee $5 CPM — http://www.airpush.com/Q1DevPromo/).