Mobile ads are becoming increasingly important when it comes to brand strategy. Companies are betting more and more on them and consumers receive more and more brand impacts through them, given that they spend more and more time with their mobile terminals and less with other screens. So what should brands do to connect with audiences at these terminals?
A recent study by the Media Rating Council, which has just been advanced by AdWeek , has focused on analyzing what is happening with mobile ads and how they are reaching consumers. The study has analyzed more than 1 billion mobile impressions to see how the ads behaved, leaving out only the ads of the social media feeds in the mobile version since these play with rules and parameters somewhat different from those of the mobile version. Mobile ads ‘always’ from apps and websites.
How long do mobile ads take to load?
According to the study data, mobile ads take an average of 5 seconds to load. Considering that an Akamai studynoted that mobile websites have an average load of 3.9 seconds and that that time was already frustrating for users, the figures for mobile ads are not particularly good. Ads are too slow and take too long to show to the consumer. To this we must add that certain market players are already making use of this issue and positioning themselves by pulling it. Facebook is using mobile load times as the throwing weapon that lets you launch with Instant Articles to conquer the web. Right now its main argument is the loading time that the articles drag, but at any moment it could also be thrown in another way.
The study, going back to the novel data, has not only focused on the load time of mobile ads, but has made a kind of much more generalized view of what is happening on the mobile web and the associated advertising strategy. .
Once the ad has been loaded and viewable, the time frame for the consumer to interact with it is also limited. The consumer starts interacting with the ad 1.5 seconds after it loads. For video ads, the margin is slightly wider and the consumer starts within two to three seconds after it loads. These times are the ones that should mark the feasibility issues and determine whether or not the consumer is actually seeing the mobile ads that are served to them.