Facebook Mobile Ads Underperform Compared to Web
Eye-tracking researcher says mobile ads generate 20 percent less recall
When Facebook announces its second quarter earnings later today, it will likely discuss its growing emphasis on generating mobile ad revenue. But are users actually seeing the Menlo Park, Calif.-based company’s nascent mobile ad units? Not as well as they probably should be, according to an EyeTrackShop study that compared consumers’ viewing habits in terms of Facebook’s Web ads vs. its iPhone and iPad ads.
When compared to the Web ads, iPhone users notice Facebook’s mobile ads 6 percent less, the time in which they spend looking at them is 14 percent less, and consumers recall the ads 20 percent less, said the eye-tracking services provider.
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