Growth in mobile’s share of ad interactions slows

Until now, mobile ad interactions have made up a growing share of the pie, as more people used smartphones and tablets for more of their internet-related activities—and as publishers and advertisers increased the amount of mobile ad inventory and invented novel formats for the channel.

As mobile’s share of total interactions steadies, demographic differences persist. Younger internet users have a greater share of ad interactions on mobile (as high as 80 per cent among 18- to 24-year-olds), and women’s ad interactions skew more mobile than men’s. Looking at the overall digital ad interaction picture, not just mobile, the media and entertainment industry garners the most engagement. Nearly one in four interactions on Fluent’s network were for media and entertainment industry ads.

And another 22.6 per cent were for retail industry ads, which had previously grabbed the top spot. Much further down the list were travel and leisure, internet and telecom, and automotive advertisers, who together accounted for less than four per cent of total clicks on Fluent’s network.


More like this

Agency view: The (few) publishers that get mobile ads right

Is social media eroding our trust in advertising?

Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x