Mobile Advertising click through rates of 500%? Give me strength

by: Bena Roberts Thursday, March 27th, 2008

I have had enough of this mobile advertising BS. Here I am having a go at Blyk for claiming 29% click through rate when some Nordic advergaming company is pushing CTR of over 500%.

Oh dear, does something smell funny?

Yes.

The stink is coming form DIDMO.

DIDMO – I had never heard of them, but apparently they have won some analyst award (so they must be good then).

So what is the problem?

Well, DIDMO boasts 500% CTR. But if you read inbetween the lines this is for a 24 hour period and targeted adverts in a game where users are exposed to only four seconds of advert.

That is just one closed example. There have been times on GoMo News when I have written a controversial advert posted it on twitter and received 100 hits in 2 minutes. But do I go around touting “GoMo News 100 hits in 2 minutes = 99% above the daily average”.

NO. I don’t. That would be a misinterpretation of the truth. Which I believe, is my point.

2 Responses to “Mobile Advertising click through rates of 500%? Give me strength”

Angus Beattie Said:

couldn’t agree more! we need to stop this rubbish of publshing CTR as the success metric and move towards calling out actual sales, sign-ups or when mobile campaigns meet the campaign objectives. the mobile market will shoot it self in the foot it it continues to bang on about click throughs being higher and being higher than online.

Comment made on March 27th, 2008 at 2:17 pm

Bena Roberts Said:

Hi Angus, thanks for your comment. I completely agree with you. Although Didmo’s PR company have asked me to say that the exact quote was 500% above WAP averages.

Either way, its still an over exaggerated number that means little.

Comment made on March 27th, 2008 at 11:11 pm