More likely to survive a snake bite than click on a mobile banner ad
In its current form mobile advertising is beginning to looking a lot like a repeat of the banner ads phenomenon circa 1998-2012, says Ari Jacoby, CEO of Solve Media. The banner ad promised complete disruption, which it achieved, but not necessarily for the betterment of the ad industry, Jacoby argues. The company has provided some controversial stats about the current state of mobile advertising, and compared it to stats on banner ads from a few years back when the online ad industry really started to explode.
Mobile Stats (2013)
- With the revenue that mobile advertisers lost to accidental clicks in 2012, you could buy 1,925 Lamborghinis
- Collectively, Americans spend over 1 million months on their mobile phones per day
- You are 116 times more likely to survive a rattlesnake bite than to intentionally click on a mobile banner ad
- The average mobile banner ad is 1/3 the size of an earthworm
- You are twice as likely to not even see a mobile ad than to respond to one that you’ve seen
- Men are more likely to have slept with their smartphone than washed their hands after using the bathroom
- It is twice as likely for a pilot to have fallen asleep mid-flight than for a user to be willing to pay for mobile content
The reality of banner ad effectiveness-or blindness-in 2011.
You are more likely to complete NAVY SEAL training than click a banner ad
You are two times more likely to get a full house in poker than you are to click on a banner ad
You are 40 times more likely to birth twins than you are to click on a banner ad
You are 280 times more likely to climb Mount Everest and reach the summit than you are to click on a banner ad
According to eMarketer, advertisers will have spent $14.28 billion on display advertising in 2012 and yet engagement rates are at less than one percent.
What could you do with the $14.28 billion in wasted spend to really get consumer attention?
- Give Gulfstream G6 jets to 25 friends
- Send all 74,000 people who applied to be Charlie Sheen’s intern to space with Virgin Galactic
- Provide malaria nets for all citizens of Central Africa
- Provide clean water to 741 million people through Charity:Water
- Give everyone in Manhattan $1,700