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Google: Up to one in five mobile ads not fully optimised and visible

straitA senior Google executive has warned the industry that up to one in five mobile ads has in the region is not rendering properly meaning that many advertiser’s mobile messages are not being seen by consumers.

Ryan Ferguson, Google’s head of platform solutions for Southeast Asia, speaking at yesterday’s ATS Singapore at the Marina Mandarin Hotel told the forum that many prominent websites such as the Straits Times were not optimised for mobile and that the flash technology which works well on desktop computers was not always working well in the confines of mobile.

“What we have here is SPH/The Straits Times, key to this industry — good design, great content,” said Ferguson.

“What you can’t see is the ads which are on the mobile website — Gucci etc great brand, shame about the ads. What we have here is what would have been flash ads trying to render in a backup gif — not very well.”

Ferguson warned that the example was one repeated across the APAC region with Google’s research showing as many as 20 per cent of ads not rendering properly and clearly showing the full advertiser message.

“What we are seeing across APAC is that if you benchmark into backup gifs onto mobile websites almost one in five ads are not rendering to the best user experience.”

“If we thinking about seeding (mobile) this is a major issue.”

Nic Christensen 

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