Summary:
- $2 of every $10 spent on mobile ads is banners ("spray and pay")
- Google earns 95% of all mobile search ad revenue
- 18% of users clicking on graphics/imagery (for now)
- Smartphones & tablets account for 10% of internet traffic but only 2% of ad spending
Thoughts:
- Clicks will drop with time
- Ad spending will equalize to represent traffic contribution
- Ignoring email here - drives online traffic & sales; direct response
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