Bango: Mobile ad click-throughs now trump PCs

Mobile banner and text ads now routinely generate average click-through rates between 2 percent and 8 percent, with conversion rates between 2 percent and 5 percent, according to mobile web solutions provider Bango. For the first time Bango has published mobile advertising campaign data measured via the firm's Bango Analytics tools. According to Bango, conversion rates are as high as 12 percent on some networks, which the company cites as proof that click-through and conversion success is dependent on marketing products and services closely aligned to the needs of particular consumer profiles. Bango points out that mobile advertising success also hinges on buying network traffic from an operator with a subscriber demographic profile in sync with the campaign.

"On a PC, a good return [on advertising] is 2 percent--we're saying you should get anywhere from 2 percent to 8 percent on mobile," said Bango CEO Ray Anderson in an interview with FierceMobileContent. "If you think you're doing well at 1 percent, you're wrong, and if you're doing 20 percent, you should keep it to yourself. There's a lot of questions about whether people are overpaying for mobile advertising at the moment, but most of that debate is being generated by advertising companies who don't yet have a mobile advertising proposition. The reality is [the sector] is becoming big enough for the big people to pay attention."

Related articles:
Bango debuts mobile web analytics service
Bango reports growth in cross-border content sales
Bango, iLoop partner for content storefronts
Bango announces tracking platform