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Marchex Report Analyzes the Real Value of Mobile Display Advertising
The report, titled “The Downside of Mobile Display Advertising: How Performance Advertisers Lose Big on Banners,” found that advertisers can overpay by more than 10X to generate one quality customer call.
Researchers analyzed data to determine if impressions (ad views) and clicks, the measurement tools of banner ads, actually translated into real customers.
According to the study:
- It can take an average of nearly 500,000 impressions to generate a quality phone call.
- Mobile display advertising is significantly overpriced when it comes to acquiring new customers.
- Clicks are not indicative of customer intent. This means there can be high rates of accidental clicks on mobile display ads.
- Mobile display ad performance varies wildly. In one case, a campaign that got 1.4 million impressions did not result in one quality phone call.
“The findings surprised even us. The number of people clicking on an ad
really had no direct bearing on how many new customer phone calls a
business got,” said
To download the entire study, please go to http://www.marchex.com/mobile_performance.
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Marchex Public Relations
Sonia Krishnan,
206-331-3434
Email: skrishnan(at)marchex.com
or
Marchex
Investor Relations
Trevor Caldwell, 206-331-3600
Email:
ir(at)marchex.com