Twitter’s mobile ad formats are seeing engagement rates of 1-3%, according to Twitter’s UK sales director Bruce Daisley, speaking this morning at the IAB’s Mobile Engage event.
Citing a campaign with Cadbury, Daisley (right) said that its mobile executions saw up to 3% rates of engagement, such as a retweet or a user following its account.
“We’ve created ads that are targeted to you based on your interests,” he said, adding that Twitter only charges for ads that achieve such responses.
Citing statistics released earlier this week, Daisley said that 80% Twitter’s 10m UK customers access their accounts on their phones. During his presentation, he also said that brands should no longer treat mobile as a second, third or fourth screen, presenting research that revealed people look at their phones up to 150 times a day.
“The notion of a first screen or a second screen is not valid any more, I think they’re equal,” he said. “You need to make sure your content is easy access on every screen. To succeed on mobile, you have to be truly mobile.”
To back this up, he cited businesses such as Draw Something, Rovio’s Angry Birds and Instagram.
Elsewhere at the conference, a panel session discussing the complexities of mobile advertising concluded that fragmentation was still the biggest bar to attracting more budget.
Ilicco Elia, head of mobile at LBi, said, “It’s quite difficult to spend a lot of money at one point because it’s difficult to get to a large audience in a single block. To get to a larger audience, you have to split up your campaign [by going through different networks] and then you get different reporting and it just lacks the consistency.”
Gavin Stirrat, MD of Millennial Media, said, “From an agency side, you look at the complexities of mobile and it’s very difficult to manage because they’ve got all these different spreadsheets.”
Jude Brooks, head of digital activation at Coca Cola, said, “Mobile is immature and very complicated and that makes it hard for companies to grow that spend.”
She also argued that this is why people are turning down the opportunity to take advantage of mobile: “It’s very comfortable to spend money in a medium [such as desktop or TV] that you know that works.
“I think there’re two opportunities [for mobile]: to invest in apps and optimise our websites and put mobile as the starting point, then put desktop as the secondary destination,” she added. “We’re trying to do that and it’s not always easy because it requires a lot of investment.”
In an earlier session, Simon Morgan, Google industry leader for technology and hardware and Jonathan Abraham, industry head of mobile and solutions at Google, told attendees that 17% of mobile users have changed their mind about purchasing a product or service in-store as a result of information gathered using a smartphone.
The presentation also revealed that YouTube mobile traffic tripled in 2011 and the site is now seeing 10% of total video views via mobile. It also claims that three hours of content is uploaded each minute via such devices.