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Mobile Clickthrough Rates Stay Strong

As quickly as the age of mobile has cemented itself in our midst (after years of false starts and claims that ‘this is finally the year of mobile!’) people want to knock it down a size already.

The findings around clickthrough rates in the mobile space say that they are are quite good. A recent study by MediaMind confirms that (as reported by eMarketer) idea. Take a look.

While the numbers tell a story of greater performance for these ads there are those that are not buying.

Mobile ads have been noted for their higher engagement compared to display ads viewed on the desktop, and many industry-watchers chalk that engagement up to novelty. Internet users have been inundated with display ads for years, but on mobile, the thinking goes, viewing and clicking on ads is a newer, and perhaps more exciting, activity.

I don’t know about you but no ad is a novelty for me. You can’t have enough bells and whistles on an ad to make me clickthrough unless it is about something I care deeply about. Since I don’t see a lot of those I find that a clickthrough on my mobile is the result of an accident thus creating a fair level of agida.

So what about you? How do you view mobile ads? Are they a novelty? Are they better? Has anyone ever asked your opinion about things such as these?