Benchmark report analyzes mobile ad format, adoption and waste
Austin, TX – Sizmek (NASDAQ: SZMK), an open ad management company for multiscreen campaigns, today released the Sizmek Mobile Index. The report examines trends and growth in mobile inventory, the changing brand landscape, and the performance of mobile ads compared to desktop and laptop environments. The report also analyzes mobile defaults – ads that serve static images in place of rich media when the Flash-based ad format isn’t supported – and uncovers a considerable industry problem that has resulted in 5.35 billion wasted rich media ad impressions on mobile devices in the first quarter of 2015 alone.
The report also indicates that while mobile ads tend to get more clicks than desktop, the interaction rate (the total number of interactions out of the total number of served impressions) for desktop ads is nearly five-times higher than mobile. This can be attributed primarily to Flash mobile ads defaulting to static ads, where a click is the sole opportunity for interaction.
“Advertisers are using more rich media on mobile to reach potential customers, but they’re wasting a lot of opportunities,” said Andy Kahl, Director, Research at Sizmek. “By converting rich media ads to HTML5, brand advertisers can ensure that their ads are seen as intended, thus increasing return on their ad spend.”
- HTML5 ads outperformed Flash ads by 400 percent in terms of interaction rate.
- While rich media ads that relied on Flash defaulted over 98 percent of the time, those in the HTML5 format only defaulted at a rate of 8.3 percent.
- 12 percent of advertisers never served a successful rich media ad to a mobile device.
- The rate of rich media failure was much lower on desktop inventory, where 60 percent of advertisers default at a rate of less than 3 percent.
Sizmek is the world’s largest independent third party ad server working with over 3,400 agencies, over 17,000 brand advertisers and 22,000 global web publishers, serving ads in 60 countries. An Open Ad Management company, Sizmek gives online advertisers, agencies and publishers freedom of choice, flexibility and full end-to-end capabilities to drive exponential ad performance across multiple devices and channels. Bringing together best-in-class online advertising tools, technology and strategic guidance, clients are able to cultivate deeper relationships with customers around the world via local offices throughout North America, EMEA, LATAM and APAC.