I see no reason why we should expect click through rates on mobile ads to go down over time.
I can’t easily cite anyone who’s currently saying they will. But that seems the common sense approach, especially given a lot of the current talk about how CTR is the wrong metric for measuring online ad performance. Time and exposure lead to erosion.
The danger of eroded mobile ad response actually happening is heightened by most current mobile ad campaigns being pretty dull. And that has nothing to do with small screen sizes, OS fragmentation or “going beyond the banner”. It has more to do with:
- Lack of imagination or thoughtfulness in ad execution
- Failing to avoid obvious errors (click to desktop website?!?!?!)
- Asking too much of the user or delivering too little value
- Failing to invest properly to achieve scale
- Failing to properly build test variables into initial campaigns
- Not taking advantage of advancing capabilities through solutions like rich media
- Lack of infrastructure investment (mobile sites/apps, clicks to bricks conversion capabilities etc.)
But I’m not pointing fingers. For every advertiser not really trying, there’s a publisher not delivering the necessary tools to change that behaviour. We succeed together in this.
Consumers are so far ahead of marketers in mobile adoption it’s not even funny and we’re only getting started.
That’s the good news - we’re still scaling up.
Instead of crap experiences that deter future clicks lets create ads that don’t suck and instead invite interaction. The basic tools are there and they’re getting better fast. The benchmarks and insight are emerging.
My commitment is to keep delivering both.