Marchex, Inc. has released an in-depth study on mobile display advertising, finding that advertisers who spend on mobile banner ads to attract new customers receive an exceedingly poor return on investment.
According to the study:
• It can take an average of nearly 500,000 impressions to generate a quality phone call.
• Mobile display advertising is significantly overpriced.
• Clicks are not indicative of customer intent.
This means there can be high rates of accidental clicks on mobile display ads.
• Mobile display advertising performance varies wildly.
In one case, a campaign that got 1.4 million impressions did not result in one quality phone call.