Warc Blog

Google hails impact of mobile ads

29 July 2013
MOUNTAIN VIEW: Mobile campaigns are highly effective at driving traffic to company websites, according to latest research from Google, the search giant.

The new data show that 80% of American smartphone owners never leave home without their devices and 61% perform searches on their devices every day, reports Google Think Insight.

Its study looked at 12 different industry verticals between March 2012 and April 2013, and found that 88% of clicks on mobile search ads are incremental to organic clicks - connections to websites resulting from non-paid results that appear on search engine results pages.

What this means is that these clicks would not have been replaced by organic clicks if the search ads had not been in place, suggested Think Insights.

The report also claimed that this particular finding is crucial for advertisers, indicating that mobile ads have a significant impact and complement organic search results, justifying increased or maintained ad spending and a targeted mobile strategy.

Bespoke mobile campaigns enable advertisers to take account of important context signals such as a user's location, device and time of day, allowing them to present the right message to the consumer at the right time.

While the percentage of clicks on mobile ads that was incremental to organic clicks remained above 80% for all sectors, classified and local came out top on 97%. Technology, business and industrial, education and government and technology also all scored 90% or above.

Finance, media and entertainment, automotive and retail followed with in excess of 86% and travel on 85%, the report found.

Think Insight concluded that, in the modern, connected world, it is of ever increasing importance for a business to be found easily by consumers, and that this is best achieved by producing ads specifically for smartphones.

Data sourced from Google Think Insight; additional content by Warc staff

 
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