Mobile rich media ads may be the way of the future. But they are not without their problems. Ad agencies are struggling to keep up with client demand while they smooth out the technical difficulties associated with launching ads across multiple screen types. To further complicate matters, some research shows that these more expensive ads don’t always generate higher CTRs.
Marketers are so excited about rich media ad campaigns that 95% of surveyed agencies are running them for clients. Clients are growing increasingly demanding, expecting these campaigns to generate properly across different types of screens and this is where problems develop. Jivox researchers point out that 42% of agencies say it is painful to get a campaign to render effectively across environments as varied as a desktop PC, a tablet and a smartphone. At least 31% of marketers and their agencies are regularly encountering problems which delay campaigns. Part of the trouble is linked to Flash, a program that hasn’t been optimized for mobile. One solution for advertisers is to join forces with a third party vendor that has automated the process.
While marketers work out the best way to serve up ads in a variety of environments, research from MoPub shows that the eCPM for mobile rich media ads is $1.16 but only $0.83 for non rich-media ads. With a CTR of 1.3%, rich media ads seem to deliver a disproportionately smaller return on investment when compared to the 1.1% CTR for non-rich media ads.
It may be too soon to make sweeping judgments about the performance of rich media ads in the mobile space, but these studies suggest that marketers and agencies will spend time and money trying to improve the process this year.[Sources: MoPub Mobile Advertising Marketplace Report. Mopub.com. Jan. 2013. Web. 21 Mar. 2013; Jivox Rich Media Survey. Jivox.com. 2013. Web. 21 Mar. 2013]