Andy Khal, director de Investigación en Sizmek
Sizmek uncovers a major problem for the industry: under utilization of mobile advertising. This is what their 2015 Mobile Index Report reveals, which states that 5.35 billion rich media ad impressions on mobile devices were wasted in the first quarter of 2015 alone in cases where the Flash-based ad format is not supported. The report also indicated that mobile ads tend to get more clicks than desktop, but the interaction rate -total number of interactions out of the total number of served impressions- for desktops is nearly five times higher than mobile. This can be attributed mainly to the fact that Flash mobile ads appear as static ads in which a click is the only possibility for interaction.”Advertisers are using more rich media on mobile devices to reach potential customers, but they are wasting a lot of opportunities” says Andy Kahl, Director of Research at Sizmek. “By turning rich media ads to HTML, brand advertisers can ensure their ads are seen as intended, thus increasing return on their ad spend”.The Mobile Index Report examines trends and growth of mobile inventory, the changing brand environment and yield of ads for mobile compared to formats for desktop and laptop.
