AccuraCast, the digital marketing agency recently released results from the research it conducted on mobile advertising. According to their research, even though mobile advertising leads to more clicks, it still falls behind when it comes to conversion. They released the results to their research during the recent Mobile Growth Summit in Berlin.
For their research on mobile advertising, AccuraCast analysed 10 million clicks across 100 ad accounts over the last year. AccuraCast compared click and conversion trends between mobile and desktop. Here’s what the research revealed:
- It revealed that although 60% of ad clicks over the past 12 months have come from a mobile device, desktop converts almost 60% more than mobile. According to the research, desktop conversions worth a staggering 93% more than mobile conversions.
- In the period from August 2018 to 2019, mobile ad clicks increased by 11% (it increased from 49% to 60%). Mobile ad impressions also climbed by 6% (from 45% to 56%).
Please note: For B2C companies, conversion value was calculated as the average order value, and for B2B it was calculated as the lead value and propensity to buy.
AccuraCast Speaks on the Research
AccuraCast UK MD Farhad Divecha summed up the research findings during the presentation. He talked about how as consumer behaviour is changing, there’s more and more ad spend shifting from desktop to mobile devices. Divecha explained that though consumers may be using their smartphones more to search, watch content and connect with friends, the value for advertisers that is derived from mobile cannot be said to be keeping up.
He explained that this is a major issue for app developers who monetize their apps by allowing ads. The issue with this is that app developers are prone to focusing more on the number of clicks, at the expense of the user experience. According to him, advertisers should be asking why users do not feel as comfortable converting on mobile as they do on a desktop? Are mobile ad clicks sending the right sort of traffic? Is my mobile ad spend driving real value for my bottom line?
More of Farhad Divecha of AccuraCast’s Presentation
During the research, he also talked about how the research showed that ineffective ad placements will often lead to worthless clicks. He mentioned how trust issues affect conversion rates. The more spammy and irritating ads are on an app, the less the propensity someone will trust the companies advertising. Divecha ended his presentation by offering four tips for advertisers who use mobile as part of their marketing. Here are the tips below:
- To avoid conversion drop-offs, ensure your website or the landing page connected to the mobile ad is mobile user-friendly and blends well with mobile transactions.
- If it’s not possible to track cross-device conversions, offer easy sharing and bookmarking options to ensure conversions later. You should then add this list of site visitors to a remarketing campaign, reminding them to convert.
- Keep track of low-quality apps – those that bring lots of traffic but no conversions – and block these apps from your campaign.
- Try different variations of ad formats and try to avoid formats that could lead to accidental clicks i.e. larger banners near a small action button.