{"id":6073,"date":"2011-05-19T07:36:22","date_gmt":"2011-05-19T07:36:22","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=5299"},"modified":"2011-12-05T23:56:50","modified_gmt":"2011-12-05T23:56:50","slug":"new-research-on-the-growth-of-mobile-advertising","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/paid-search-marketing-ppc\/paid-search-analytics\/new-research-on-the-growth-of-mobile-advertising\/","title":{"rendered":"New research on the growth of mobile advertising"},"content":{"rendered":"<h2>New report compares desktop to mobile advertising showing rapid growth, CTR X 2.7, 60% of CPC costs, but lower conversion<\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" style=\"margin-left: 5px; margin-right: 5px;\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/usage-in-2015.png\" alt=\"Mobile Usage\" width=\"263\" height=\"226\" \/><\/p>\n<p>Over the last few years (largely thanks to the rise of the Smartphone and texting) mobiles have become a <a href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy-alerts\/mobile-marketing-statistics\/\">much larger part of everyday living<\/a>. Their success is in making a lot of tasks easier &amp; providing entertainment \/ connectivity while on the go.<\/p>\n<p>Predictions of global use of the Mobile Internet such as the one on right all point it to exceeding desktop use by 2015.<\/p>\n<p>But it seems that while businesses have started to \"experiment\" with mobile marketing there are few who have a clear strategy. Instead, mobile-based marketing \u00a0tends to be through applications, some recent examples that caught my eye are:<\/p>\n<ul>\n<li><a title=\"Lynx Stream\" href=\"http:\/\/www.thelynxstream.com\/\">Lynx Stream App<\/a><\/li>\n<li><a href=\"http:\/\/www.starbucks.com\/coffeehouse\/mobile-apps\/mystarbucks\">My Starbucks<\/a><\/li>\n<li><a href=\"http:\/\/www.tesco.com\/apps\/iphone\/\">Tesco Grocery App<\/a><\/li>\n<\/ul>\n<h3>New data on mobile search usage in the UK:<\/h3>\n<p>The reason behind my post is to alert you to this recent download from <a href=\"http:\/\/www.efrontier.com\/\">EfficientFrontier <\/a>which shows\u00a0the steady growth of mobile advertising spend and some surprising differences to desktop search. Although it's\u00a0still a low % of marketing spend there clear upward trend with rapid growth in a year:<\/p>\n<p><a rel=\"attachment wp-att-5305\" href=\"http:\/\/v2.smartinsights.com\/google-analytics\/attachment\/4231-revision-8\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-5305\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/mobile-ad-spend-600x337.png\" alt=\"\" width=\"600\" height=\"337\" \/><\/a><\/p>\n<h4><span style=\"font-weight: normal;\">Efficient Frontier provide a paid search\/bid management system used by many large advertisers in different marketers. Their data provides the first study I've seen comparing the scale and effectiveness of paid and natural search.<\/span><\/h4>\n<p><!-- p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 9.8px Arial; color: #404040} --><\/p>\n<ul>\n<li>Search rapid rate from 0.34% one year ago to 1.70% today<\/li>\n<li>Mobile advertising is 60% of the cost of desktop ppc<\/li>\n<li>Click-through rate can be up-to <strong>3 times higher<\/strong> from mobile result pages<\/li>\n<li>No\u00a0significant\u00a0changes in keyword\u00a0behavior<\/li>\n<li>Conversion rate to sale\u00a0significantly\u00a0lower on mobiles vs desktops - averaging just 14% of desktop search, but with a large variation across sectors<\/li>\n<\/ul>\n<p>Mobile marketing extends beyond just paid media and so considering your natural search &amp; local search strategy is also key to leveraging such a channel. The optimisation techniques remain the same but consider a more focussed mobile only website &amp; ensure the website is readable across all handsets (remember things like Apple iPhone &amp; flash do not work together).<\/p>\n<h3>What does the data mean for marketers?<\/h3>\n<p>What does this mean for business online? As\u00a0with all emerging trends it's important to monitor, get involved with discussions, watch other business, be proactive (use the tools as a\u00a0consumer).<\/p>\n<p>But there's a HUGE gap between the predictions of mobile search overtaking desktop search and the reality of the amount of advertisers. I think it's another case of \"don't believe the hype\".<\/p>\n<p>From the data so far it would appear there is a massive amount of potential and with\u00a0relatively\u00a0cheap spend required to gain good reach. There are however key considerations before jumping into mobile marketing:<\/p>\n<ul>\n<li>Does your website perform well on all mobile devices? If you are going to spend money on advertising it needs to land on a respectably looking fully functioning website<\/li>\n<li>How will you monitor success? Is your analytics configured to track mobile activity?<\/li>\n<li>How will you deal with incredibly low conversion rates to sale? Lead tools \/ sign ups maybe key?<\/li>\n<\/ul>\n<p><span style=\"font-weight: normal;\"><em>* Images thanks to<\/em><em><a href=\"http:\/\/www.techprone.com\/wp-content\/uploads\/2011\/04\/infographic-mobile.jpg\"> techprone<\/a> &amp; eFrontier<\/em><\/span><\/p>\n<p><a rel=\"attachment wp-att-5302\" href=\"http:\/\/v2.smartinsights.com\/marketplace-analysis\/attachment\/4216-revision-6\/\"><br \/>\n<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New report compares desktop to mobile advertising showing rapid growth, CTR X 2.7, 60% of CPC costs, but lower conversion Over the last few years (largely thanks to the rise of the Smartphone and texting) mobiles have become a much &hellip;..<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[352,311],"tags":[],"class_list":["post-6073","post","type-post","status-publish","format-standard","hentry","category-mobile-marketing","category-paid-search-analytics","advicetype-digital-marketing-statistics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>New research on the growth of mobile advertising | Smart Insights<\/title>\n<meta name=\"description\" content=\"New research on the growth of mobile advertising New report compares desktop to mobile advertising showing rapid growth, CTR X 2.7, 60% of CPC costs, but lower conversion Over the last few years (largely.\" \/>\n<meta name=\"robots\" content=\"index, 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