Advertisers only pay for click-throughs that successfully reach a landing page.
Brave move from the client-side mobile ad specialist. Traditionally, advertisers pay for clicks and assume these clicks will all result in a landing. But due to unique technical issues in mobile, up to 80 per cent of clicks don't complete.
This means an ad bought at 20 pence a click can actually cost as much as £1.
StrikeAd has tackled this by putting a pixel on a mobile web landing page that helps it learn what type of traffic has high drop-off. Basically, the pixel won't load unless the landing page has been fully loaded.
As an added benefit, this builds a picture of which users, sites, banners and devices are driving most conversions, which helps with future campaign buying.
"This is a form of optimisation rarely offered by networks. Network conversions are usually between 38 per cent to 65 per cent click to land ratio, and operator traffic is at 90 per cent," said Michael Dewhirst, CTO of StrikeAd.
"With our pixels implemented on a client's landing page, we match and exceed the 90 per cent threshold easily, driving incremental ROI for the advertiser. By offering 'guaranteed clicks', we produce much higher quality leads."
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