Google Mobile Ads Blog reported on how people respond to and use mobile advertisements. They do not directly discuss how mobile ad response diffrers from desktop advertisements like Google Adsense. However, if my own single sample data (Adsense response on my personal blog), is in any way reflective of the desktop response, the differnces are huge.
Google says that 71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.
On the desktop I see a 1.3% click-through rate over the past calendar month. Click-throughs are not the same as “noticing”. This makes sense since ad banners on web pages viewed on a web page may not have any significant meaning to the viewer. However, using a mobile phone to search for something specific and acting on the result is based on a more goal directed activity (e.g., “where I can find food?”).
Google’s finding supports the a very plausible notion that the goal directed and immediate nature of mobile ad viewing and searching makes mobile advertising more valuable than desktop advertising in some cases.
Video courtesy of GoogleMobileAds