AT two inches wide and one-third of an inch tall, a display ad shown on a smartphone isn’t much of a canvas for a creative marketer seeking to promote a product or service.
That’s one reason smartphones are not working well as a medium for many advertisers. The evidence is telling: advertisers are willing to pay much more to reach a thousand pairs of eyes gazingupon a computer or tablet than a thousand pairs looking at a smartphone screen.
“Size absolutely does matter,” says Christine Chen, director of communication strategy at Goodby Silverstein & Partners, an ad agency in San Francisco. “If you look at the real estate available on a smartphone, it’s really sad compared to not just banner ads on the Web, but also to TV, print and outdoor advertising.”
旧金山广告代理Goodby Silverstein & Partners的沟通策略总监克里斯汀·陈说：“尺寸绝对是个大问题。智能手机上的房产广告看起来远逊网上的横幅广告，以及电视、纸质和户外广告。”
“What makes Web ads so attractive to advertisers is the ability to track actions and optimize accordingly,” Ms. Chen says. Because a smartphone cannot use the same technology, she says, “your ability to track and optimize is much more blunt, or in some cases nonexistent.”
These limitations depress demand for smartphone ads and lead to low prices. A banner ad on a Web page that costs $3 to $5 for every thousand impressions may cost only 75 cents or $1 for a thousand impressions on a smartphone, Ms. Chen says.
Another reason advertisers don’t value smartphone ads highly is that users tend to lack a receptive mindset when using their phones. “It’s an activity you do for a short burst of time,” Ms. Chen says. “It’s very functional.” That is not a good time to try to make users stop what they are doing and give their attention to an advertiser’s message.