Despite the great strides made by Publishers and Advertisers who are meeting the ever-increasing amount of Mobile web browsing with Mobile sites and Applications, around 8% of the Internet browsing we encounter through our network is still being accessed incompatibly by Smartphone users – a sure disadvantage for the players involved. Our assumption is that Potential Revenues are being lost due to inaccessibility or incompatibility with Mobile.
The reasons are as follows:
Incompatibility with Flash – Flash creative can’t be seen or accessed via iOS, since the system only supports animated Gifs, static creatives, or HTML5. However, a large portion of creatives are made in Flash, and, if they aren’t showing up – that means a loss of Revenue Potential for Advertisers and Publishers.
Non-Mobile-Compatible Conversion Funnel – In Performance advertising, non-mobile-compatible conversion funnels lead to the break in the attribution of the conversion.
This can be seen in campaigns that charge for services through the user’s mobile carrier company. If the campaign is not set up properly, there will not be attribution of the payment to the Publisher, resulting in a loss of revenues. In addition, if a user has to go through a cumbersome payment process – usually suitable for desktop browsing – in order to make an online purchase via his mobile device – chances are that he will not complete the process.
Size: Display advertising on a non-mobile-compatible site appears small – and has minimum impact on the user. Furthermore, since the text is small, users will often enlarge the text that is relevant for them, which automatically zooms your banners out of the screen. Ensure that you aren’t losing out on the Mobile opportunity.
At dmg, we have been assisting our partners to overcome cross-screen hurdles, and it is evident that Publishers and Advertisers who have moved towards Mobile – whether Mobile Apps or Mobile-compatible sites – are enjoying the increasing revenues from Advertising.