Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

and 40 percent more than traditional ads, making for a fairly difficult cost-benefitanalysis with your CFO.Twitter Ads: Are You Wasting Money on Mobile?by Jennifer Wong, January 24, 201323 CommentsAdvertising on Twitter can be a great opportunity to drive online sales. But to reap the benefits you must understand howto test and optimize the channel.One of the targeting options for Twitter advertising campaigns is device targeting. Most direct marketing campaignsinclude a call to action with the goal of a form completion on the landing page.A recent desktop vs. mobile device experiment revealed that targeting mobile devices results in a 60 percent lowerconversion rate and a 160 percent increase in cost per acquisition.Additional key findings from the experiment include:Targeting desktop devices doubles the cost per engagement but only results in half the engagement rate.Users on desktop devices have a higher click-to-visit ratio than mobile device users. If a user on a desktop device clickson the tweet, they are more likely to visit the landing page than a user on a mobile device.Users on a desktop device has more than double the conversion rate of a visit to a lead than mobile device users.Targeting desktop devices is more efficient than targeting mobile devices when striving for the lowest cost per acquisition.Users on a mobile device are less likely to fill out a form because it‘s more of a hassle using the small keyboard and abigger disruption in their browsing.The industry currently has somewhat of a monetization problem: The mobile ad industry does face important challenges as itworks to close the gap with "eyeball time." eCPMS are sometimes as low as 20% of their desktop counterparts. 40% of clicks areeither fraudulent or accidental, and targeting has proven difficult due to developer attitudes and fragmented standards andprotocols that enable relatively seamless ad delivery and measurement on PCs. And those are only a few of the reasons whyIs Mobile Advertising Misunderstood?by Joe Salesky, 6 hours agoWhat we do know: mobile devices offer unique challenges and opportunities foradvertising and promotion. What we don‘t know: the best way to approach and measuremobile advertising. Mary Meeker recently noted that while mobile now represents 23percent of consumer media time, it has garnered less than 1 percent of consumer-focusedad spending. Is this because mobile is an ineffective marketing platform, or because wehave yet to properly define what mobile advertising is and how to create a breakthrough101