There is an interesting study by Amethon on the mobile internet and its advertising, covered by Cellular news and I found it via a Twitter comment by our friend Andrew Grill. The Amethon report states that after the first click to a mobile advertising site, only one in three users would click onto further content. This research covered 100 mobile advertising services.
Now, to start with both the initial response rates to mobile ads (reported sustained rates in the 25% to 30% levels) is far greater than on the internet. more than 10 times better. So we start with a far larger pool of interested candidates. Secondly the internet metric is click-through rate, whereas most mobile advertisers measure response rates. A response rate is a better metric, more relevant and "real" than click-through as click-through rates include lots of fraud in its implementation and many users did not intend to go to sites when they suddenly discover themselves on a new unfamiliar site on the web. Most mobile advertising users (not all, obviously) did intend to pursue that link for that coupon, offer, movie trailer clip, etc.
The Amethon study reports 33% only continue the "engagement" past the first click. This seems like bad news (a disappointingly small number..). but lets be real. Engagement marketing was inventedby our Alan Moore and first written about in our book Communities Dominate Brands. Not all advertisers yet know what is the difference between interactive and engagement. Isn't all interactive advertising also engagement marketing (no, it is not).
So five years ago, any interactive ad campaigns, whether on the internet or on mobile, would have had zero percent engagement levels. There was no such thing as engagement marketing. Alan literally coined the term. So today, not all mobile advertising is engagement marketing. Engagement marketing is process of communciation, a long-term journey in dialogue, where the members of the "advertising target market" are invited to join in the co-creation of the experience. The audience is invited to participate. You can't build engagement on a single click-through link.
But secondly, consider how "bad news" is 33%. Amethon measured 100 mobile ad providers, not only their supposed or intended "engagement marketing" attempts, but all of their interactive campaigns. Many of those will have no folow-up after the first link! Click here to get coupon. You receive the coupon, no further action is even possible..
Some of the particular reasons were in the story - an age limit for example. If you offer a coupon to give a free alcoholic drink, then yes, it makes sene that there is an age limit, and yes, teenagers would try that site a lot and then not continue. This is not a sign of a "problem" but rather a sensible check on the campaign (similar to adult entertainment and gambling etc)
But most of all, these 100 mobile advertising providers certainly all do not run engagement marketing campaigns. I find it very encouraging that today in 2009, the second click level in mobile ad campaigns is more than three times bigger than the TOTAL click-through rates on the internet.
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