Mobile ads are becoming more important as far as branding is concerned. Companies are increasingly investing for them and consumers are increasingly brand impact through the same, since increasingly spend more time with their handsets and less with other screens. What it is therefore what to do to achieve brands connect with audiences in these terminals?
A recent study by the Media Rating Council, which has just been overtaken by AdWeek, has focused on analyzing what is happening with mobile ads and how they are reaching consumers. The study analyzed more than 1,000 million mobile impressions to see how ads behave, leaving only sideways ads feeds social networking mobile version as these play rules and parameters somewhat different to those of the mobile ads ‘always’ apps and websites.
According to the study, mobile ads take an average load of 5 seconds. Given a study of Akamai it noted that mobile websites have an average load of 3.9 seconds and that time and was frustrating for users, the numbers of mobile ads are not particularly good. The ads are too slow and take too long to be displayed to the consumer. To this we must add that some market players are already reaching for that matter and positioning pulling it. Facebook is using load times on mobile as a weapon that allows you to jump with Instant Articles to conquer the web. Now his main argument is the charging time dragging the items, but at any time could also throw in another way.
The study, returning to the new data, not only has focused on the loading time of mobile ads, but has made a kind of more generalized view of what is happening on the mobile web and advertising strategy associated.
Once the ad is loaded and is visible, the time frame for the consumer to interact with it is also limited. The consumer begins to interact with the announcement 1.5 seconds after it is loaded. In the case of video ads, the margin is a little wider and the consumer begins between two or three seconds after it is loaded. These times are the ones that should mark the questions of feasibility and determine whether the consumer is or is not really seeing mobile ads to be served.
Ads vs. web app ads
Other study data also serve to understand certain elements that make mobile advertising work differently depending on the scenario in which it moves. According to the findings of the study, it is not the same as what happens to a mobile ad that is served in a mobile web that you served in an app.
Thus, mobile applications just presenting better results, at least as far as serve ads and what to ensure the visibility of them. According to figures from the study, 80% of all ads served via app are loaded, ie are served to the consumer. The figure is also very high as far as visibility of them represents. 80% of those who served meet the requirements stipulated visibility. Faced with these data apps, mobile web not so offers good data. In his case, only 74% of mobile ads actually loaded and only those between 50 and 60% are actually seen.
The great challenge
Interestingly, the big challenge for mobile advertisers is not only get better ratios of load and increase ratios visibility of your ads but adjust metrics always metrics that are born to the web (which does not stop being doubly curious if you think that traditional media are trying to create metrics that look at online media).
The experts behind the study explained AdWeek that mobile ads will be included in the equation issues already used on television, for example, to make the data held about how ads work are really efficient. On TV audience it is measured, i.e. who is viewing the ad. And that is something that the network also has to achieve.