At least when an advertiser writes a check to a radio station the advertiser knows that advertisement will air and listeners will hear it. The mobile firm Retail just came out with a report that found 60% of the clicks on mobile banner ads are mistakes. That doesn’t even take mobile clicking fraud into account. Talk about a waste of good advertising money. Mobile display spending will hit $18 billion this year.
Retail President Pat Mermody says, “Given the investment and with the majority of mobile banner clicks done accidentally, brands, marketers and agencies should reconsider their mobile strategies. Keep in mind, mobile display campaigns may suffer, not just from accidental clicks, but from viewability and fraud. To counteract these challenges and reach mobile users, other approaches need to be part of the mobile marketing mix.”