Do In Text Ads Work on iPhone and Mobile Devices?
Posted by Tomer in FAQs, In Text Advertising, Mobile WebMar 22nd, 2010 | 3 responses
The Potential of In Text Advertising and the Mobile Web
The combination of In Text advertising and the Mobile Web holds great potential for advertisers. The combination of actual permission from potential customers to view an advertisement that is related to a specific term together with the location and additional information from the mobile network can yield high conversion rates for advertisers. Especially local advertisers. This combination also promises publishers high revenues from their websites. But some changes are still required.The Mobile Web Experience and In Text Ads
The Web is going mobile, that’s no news by now. But when the method of access changes, other things are affected as well and only time will tell how the user experience will be modified. Currently, the dominating format of access to the internet through mobile devices is either by touch screens or tiny displays. In both cases, there’s no mouse or cursor like we’ve got used to in bigger interfaces.Since In Text ads require a mouse hover from the user, the lack of a mouse to hover with requires another trigger to open the advertising bubbles. The aggressive option is to use In Text links without bubbles, so that users who touch the double underline links will be redirected to the advertiser’s landing page without reading the initial ad. While this will drive click through rates up, it would decrease the quality of visitors and the overall results.
The Two Clicks Mode and Alternatives
The more reasonable alternative is to require two clicks. The first click – or touch on the screen – would only open the bubble with the ad inside. And then, the user will have two options, either closing the bubble and remaining on the original page or touching the bubble and continue to the advertiser’s landing page. To enable this choice, the closing button or X mark should be enlarged for easy access with bulky fingers. Under this double click mode, advertisers will be very happy, because users will grant active permission to get to their landing pages, twice, and they will not be paying for unintended clicks.The problem with the double click mode, however, is that it will decrease the click through rate and publishers will see a much lower volume of clicks. To compensate the publishers for the loss of clicks, advertisers would probably need to pay higher prices per click (PPC), but with the conversion potential, this should be worthwhile for them.
There are two other viable possibilities. The first is to charge advertisers for the display of the bubble even without the click, which should work well for branding campaigns. Such display is better than standard mobile ads because it is triggered only upon the user’s interest and attention is guaranteed. The second possibility is to open the bubble upon the first click, display the ad, and then redirect to the advertiser’s landing page after a couple of seconds. This mode is quite aggressive, but with the permission of both publisher and advertiser, it can work well for certain campaigns. To avoid visitors’ frustration, it would be best to use this mode when the landing page offers genuine added value to the visitors, like freebies or highly relevant search results.
In Text Ads and the iPhone
So, I hear the question again and again, do In Text ads work through the iPhone? The short answer is yes, they do. The longer answer is that yes, they do, but the in text ads networks still need to improve the interface, enlarging the closing button on the bubble and requiring two clicks from users or one of the alternative modes discussed above. This is of course also true for other mobile devices like Google’s Nexus One. It can also work on mobile devices without a touch screen, but to a lesser extent.In Text Ads and the iPad
When writing these words here, Apple’s iPad has already been announced but is yet to be released. Assuming it will be as successful as expected, the In Text ads networks will also need to make the required adjustments to make sure their ads work on it properly. The best guess is that it would be similar to the iPhone and the same changes will take place.In Text Ads and Kindle
I haven’t seen In Text ads on Amazon’s Kindle, but the market of digital books is boiling and it would be logical to assume that some digital readers would offer free books in return for exposure to advertising. Here too, In Text advertising has tremendous potential. You can imagine that when reading Alex Garland’s The Beach, right there next to the beautiful description of the Thai island and highlighting the beach’s name, an In Text ad with an offer for avacation in Thailand could do magic for both readers and advertisers. Technically, it is possible to integrate In Text adsto run on digital books, and the near future will probably include this combination as well. See you in Thailand!You might like:
3 Responses to “Do In Text Ads Work on iPhone and Mobile Devices?”
James J. Allen
Great write up. The iPhone is truly revolutionary and I don’t like being without it. This time last year I had jumped in a pool with my iPhone and it was dead. I had to wait 9 days before I was able to purchasea new one. The phone I had was a cheap go phone. I really love all the apps that can be downloaded to the iPhone. The best part about the iPhone to me is the ability to check emails on the fly. Thanks for the information.xeng
Great info , I never thought that inline text Ads will exist in iPhonehttp://streamyxmodemsupport.blogspot.comBlank Fax Cover Sheet :
we would definitely see some new mobile devices this year and of course in the first quarter of 2011,,*
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