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.

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