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It is possible that cooking oil prevented more looting in South Africa in the last week than the president, the ANC, the intelligence community, the army and the police combined. This, without question, says something about the versatility of the product. It says even more about the state of the state. When you are shown up by canola, you might want to revisit your strategy.ByHoward Feldman
Performance Media across Search, Social and Programmatic platforms is the single fastest growing area of digital media in South Africa. Combine that with the detailed analysis of campaign management, tagging and ad operations, and it becomes apparent that these highly specialist functions require a highly specialised unit.
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The Covid-19 pandemic has hit South Africa's small business sector hard and there are grim statistics to bear this out. Those statistics will not be repeated here. After all, if you are a small business owner setting out on the road to recovery, the last thing you probably want is more details of the toll the pandemic has taken on small enterprises. Far more useful would be some good, solid tips on how to build back better after any business setbacks.ByAmeen Hassen
Digital marketing agency AccuraCast's new research indicates that while advertising on mobile may lead to more clicks, it still falls behind when it comes to conversion.
Image credit: ROBIN WORRALL on Unsplash.
The research – unveiled at the recent Mobile Growth Summit in Berlin – found that although 60% of ad clicks over the past 12 months have come from a mobile device, desktop converts almost 60% more than mobile – with desktop conversions worth a staggering 93% more than mobile conversions.
AccuraCast analysed 10 million clicks across 100 ad accounts over the last year, comparing click and conversion trends between mobile and desktop.
South Africa has a population 56 million, but the number of cellphones in the country exceeds the number. 22.5 million of these mobile owners are online users and many of them shop online using their cellphones...
5 Apr 2018
Click, click, click
In the period from August 2018 to 2019, mobile ad clicks increased by 11 % – from 49% to 60%. At the same time, mobile ad impressions climbed by 6% – from 45% to 56%.
However, desktop converts 60% more than mobile, and desktop conversions are worth 93% more than mobile conversions. (For B2C companies, conversion value was calculated as the average order value, and for B2B it was calculated as the lead value and propensity to buy.)
During his presentation, AccuraCast UK MD Farhad Divecha summed up the research findings: “As consumer behaviour changes, we’re seeing proportionally more and more ad spend shifting from desktop to mobile devices.
"However, whilst consumers may be using their smartphones more to search, watch content and connect with friends, the value for advertisers that is derived from mobile cannot be said to be keeping up.
Are you optimising your ad campaigns for clicks or for value?
“This is a big issue for app developers who monetise their apps by allowing companies to advertise. The issue with this is that app developers are prone to focusing more on the quantity of clicks, at the expense of the user experience.
"Advertisers should be asking why users do not feel as comfortable converting on mobile as they do on desktop? Are mobile ad clicks sending the right sort of traffic? Is my mobile ad spend driving real value for my bottom line?”
It is clear from research, that ineffective ad placements will often lead to worthless clicks, such as when apps have ads so close to an action button, or an interactive part of the app, that users end up clicking accidentally.
There is also a trust issue at play, which can affect conversions rates. The more spammy and irritating ads are on an app, the less the propensity someone will trust the companies advertising.
Divecha concluded with four tips for advertisers who use mobile as part of their marketing: “Advertisers need to be wary of tracking mobile clicks alone as a primary KPI. They need to ensure mobile clicks are generating value and that they have the right attribution data in place to be able to record such value.”
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To avoid conversion drop-offs, ensure your website or the landing page connected to the mobile ad is mobile user-friendly and blends well with mobile transactions.
If it’s not possible to track cross-device conversions, offer easy sharing and bookmarking options to ensure conversions later. You should then add this list of site visitors to a remarketing campaign, reminding them to convert.
Keep track of low-quality apps – those that bring lots of traffic but no conversions – and block these apps from your campaign.
Try different variations of ad formats and try to avoid formats that could lead to accidental clicks i.e. larger banners near a small action button.
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