An exhaustive recent survey looked at the future of mobile news in the United States and how it will make money. One obvious question: Do news audiences respond to mobile ads? Yes, they do. According to the Pew Research centre study, 50% of smartphone news consumers say they notice mobile ads placed alongside news, while 6% report clicking on the ads, and .36% per cent say they’ve bought something after clicking on an ad (for tablets, ads’ effectiveness trends higher).
The numbers don’t seem eye-catching. But in the context of digital advertising and its minuscule click-through rates, they’re not bad at all. For standard online ads, .08% is considered a decent click-through rate for a brand campaign. Millennial Media CEO Paul Palmieri recently boasted mobile ads can fetch .8 to 1% click-through rates.
Given that news consumption is one of the biggest categories of mobile usage, Pew’s numbers should get news media execs motivated for mobile ad sales.
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