Tuesday, June 26, 2012

Can Google’s Redesigned Mobile Ads Really Increase CTR’s by 100%?

If Google is going to claim a click through rate increase of 100% in their new mobile ad format then this is something to at least take note of, right?

The difference is striking. Here is the before
VS the new
Now here is the problem. Whenever Apple announces something that will change with the iPhone there are few, if any, caveats that go along with it. If it is released for the iPhone then most every iPhone will be able to get it.
Not so much with Android. Could there be a more vague phrase than the one from Google which says “The visual redesign will be rolling out today to the newer versions of Android phones.” Any idea what that actually means? Which phone is considered newer these days? Is it by which version of the OS you are running, the actual newness of the phone itself? (UPDATE: We received this from a Google spokesperson regarding this very subject that said “To clarify, “newer versions of Android phones” refers to devices running Gingerbread or Ice Cream Sandwich.” Since this correction is actually of Google’s own direct quote taken from their blog one wonders if anyone checks this stuff before the publish button gets pushed.)
This is one of the reasons that people get so frustrated with the whole Android fragmentation issue. It’s simply annoying to learn about a neat change in something but not being able to get it because you are not ‘current enough’ in what often seems to be a very arbitrary definition of what current even is. (Note, I was able to see an ad for a hotel which looked similar to this example on a Motorola DroidX running Gingerbread if that helps any).
As a marketer it would be nice to have an idea of just who can even see these ads as well. What percentage of current Android users will fit the profile of being a newer Android phone?

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