When Google, The New York Times and Searchmetrics all come out with announcements within 24 hours of each other about how to make mobile ads more effective, marketers listen. Google promises its display network advertisers that marketers won't have to pay for ads consumers don't see, the Times says an iPhone ad blocker saves users a lot of money because they're not paying data charges related to ads and Searchmetrics says even organic rankings suffer if user experience and technical factors get in the way.
Here's what all of them have to say about what marketers can do to get their display ads viewed on mobile devices:
1. Google. “Most display ads — 56 percent, in fact — never had a chance to be viewed because they were below the fold, scrolled out of view, or in a background tab,” writes Brad Bender, VP of product management for the Google Display Network on Wednesday on Inside AdWords. “Soon, we’ll make the GDN one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).”
While this explanation doesn't specifically highlight mobile devices, Bender says earlier that Adwords will provide marketers with deeper insight into device usage for remarketing purposes.
2. The New York Times. “We measured the mix of advertising and editorial on the mobile home pages of the top 50 news websites – including ours – and found that more than half of all data came from ads and other content filtered by ad blockers,” the Times published on Thursday.
So Boston.com mobile readers spend 30.8 seconds waiting for ads to load vs. 8.1 seconds waiting for the editorial portion, which the Times finds would cost a home page visitor $9.50 a month — just to see the ads.
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