By Hisham Isa, Vice President (Marketing)
Consumers hate them. Regulators are cracking down. Publishers regularly make complaints about them. And BuzzCity will not accept them on our mobile network.
Misleading ads – banners imitating operating systems, virus threats, chat messages and falsely promise free stuff – have been a bane to consumers since the early days of internet advertising.
Yet some companies – oblivious to consumer and publisher concerns - continue to market in this manner thanks to a mistaken belief that click-throughs are sufficient to generate sales.
What companies actually need to do is to measure quality engagements.
What happens after mobile surfers arrive at your landing page? Do they proceed to find out more about your products and interact with your brand? Do they continue to the checkout counter? Or do they immediately bail and go back to what they were doing before?
