MoBiLe adS aRe a baRgain While the marketing industry is
When factoring for ad unit attentiveness,
infatuated with the functionality of
MAGNA estimates that the cost per
hard to distribute apps, the lack of
attentive second of a mobile ad unit is
clutter and low prices of mobile display
tied with national TV as the most efficient
ads make them a relative bargain.
way to purchase attention. Overall, a
Mobile ad units have higher click rates
second of advertising attention goes for
than PC display ads. They also earn
1/100 penny whereas a second of mobile
post exposure recall scores akin to the
ad attention 1.7x less expensive at 6/1000
early days of digital video ads.
of a penny.
01
mobile aDs have high inteRaction RateS Relative Click Through Rates
Smartphone Video Interstitial
0.3% Browser
ad
0.4% ad Smartphone Mobile Banner
0.6% ad
2.0% ad
0.75% ad
iPad Rich Media Banner
Smartphone Rich Media Banner
Sources: Ansible, MAGNA GLOBAL
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