Sizmek's latest report finds 5.35bn rich media impressions are wasted on mobile

1 year
    Press Release

LONDON, 9th July, 2015 - Sizmek (NASDAQ: SZMK), an open ad management company for multiscreen campaigns, today released the Sizmek Mobile Index. The report examines trends and growth in mobile inventory, the changing brand landscape, and the performance of mobile ads compared to desktop and laptop environments. The report also analyses mobile defaults – ads that serve static images in place of rich media when the Flash-based ad format isn't supported – and uncovers a considerable industry problem that has resulted in 5.35 billion wasted rich media ad impressions on mobile devices in the first quarter of 2015 alone.

The report also indicates that while mobile ads tend to get more clicks than desktop, the interaction rate (the total number of interactions out of the total number of served impressions) for desktop ads is nearly five-times higher than mobile. This can be attributed primarily to Flash mobile ads defaulting to static ads, where a click is the sole opportunity for interaction.

“Advertisers are using more rich media on mobile to reach potential customers, but they’re wasting a lot of opportunities,” said Andy Kahl, Director, Research at Sizmek. "By converting rich media ads to HTML5, brand advertisers can ensure that their ads are seen as intended, thus increasing return on their ad spend.” 

Key findings:

  • HTML5 ads outperformed Flash ads by 400 per cent in terms of interaction rate.
  • While rich media ads that relied on Flash defaulted over 98 per cent of the time, those in the HTML5 format only defaulted at a rate of 8.3 per cent.
  • 12 per cent of advertisers never served a successful rich media ad to a mobile device.
  • The rate of rich media failure was much lower on desktop inventory, where 60 per cent of advertisers default at a rate of less than 3 per cent. 

The complete Mobile Index Report can be viewed in full at http://go.sizmek.com/Mobile-Index-2015.html. For more information about mobile advertising research contact mobilesales@Sizmek.com.

About Sizmek

Sizmek is the world’s largest independent third party ad server working with over 3,400 agencies, over 17,000 brand advertisers and 22,000 global web publishers, serving ads in 70 countries. An Open Ad Management company, Sizmek gives online advertisers, agencies and publishers freedom of choice, flexibility and full end-to-end capabilities to drive exponential ad performance across multiple devices and channels. Bringing together best-in-class online advertising tools, technology and strategic guidance, clients are able to cultivate deeper relationships with customers around the world via local offices throughout North America, EMEA, LATAM and APAC. Media Contact Elizabeth Bristow GingerMay PR 01892 882208 elizabeth.bristow@gingermaypr.com