SEATTLE--(BUSINESS WIRE)--Dec. 12, 2012--
Marchex, Inc. (NASDAQ:MCHX) today released an in-depth study on mobile
display advertising, finding that advertisers who spend on mobile banner
ads to attract new customers receive an exceedingly poor return on
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.
Marchex, a mobile advertising company focused on calls, examined a set
of advertising campaigns across six major mobile display ad networks.
The goal was to investigate the immediate rate of return on banner ads
and understand how well these ads performed in terms of getting
customers to call a business from their mobile phones.
Researchers analyzed data to determine if impressions (ad views) and
clicks, the measurement tools of banner ads, actually translated into
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
“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 Chen Zhao, principal analyst for the Marchex
Institute, the research arm of Marchex. “That ends up making mobile
display a guessing game for advertisers who want these quality outcomes.”
To download the entire study, please go to http://www.marchex.com/mobile_performance.
Marchex, Inc. delivers customer calls to businesses and analyzes those
calls so companies can get the most out of their mobile advertising.
Marchex supports its customers through a unique technology platform that
has three primary components: (1) Call
Analytics, which powers all of our advertising solutions, and allows
partners to leverage data and insights that accurately measure the
performance of mobile, online and offline call advertising; (2) Digital
Call Marketplace, which annually connects millions of consumer calls
to our advertisers from a range of mobile and online sources on a Pay
For Call basis; and (3) Local
Leads, a white-labeled, full-service digital advertising solution
for small business resellers that drives quality phone calls and other
leads to their small business advertisers.
Marchex is based in Seattle. To learn more, please visit www.marchex.com.
Source: Marchex, Inc.
Marchex Public Relations
Trevor Caldwell, 206-331-3600