外媒說：手機廣告火不起來的三個原因
AT two inches wide and one-third of an inch tall, a display ad shown on a smartphone isn’t much of a canvas for a creative marketer seeking to promote a product or service.
2英寸寬，1/3英寸高，智能手機上的這種廣告展示並不能成爲有創意的銷售人員用來推銷產品或服務的畫布。
That’s one reason smartphones are not working well as a medium for many advertisers. The evidence is telling: advertisers are willing to pay much more to reach a thousand pairs of eyes gazingupon a computer or tablet than a thousand pairs looking at a smartphone screen.
這是智能手機並非廣告客戶的良好媒介的一個原因。證據顯示，廣告客戶願意花多得多的錢吸引1000名來自電腦或平板的用戶，而非同樣數量來自智能手機的用戶。
“Size absolutely does matter,” says Christine Chen, director of communication strategy at Goodby Silverstein & Partners, an ad agency in San Francisco. “If you look at the real estate available on a smartphone, it’s really sad compared to not just banner ads on the Web, but also to TV, print and outdoor advertising.”
舊金山廣告代理Goodby Silverstein & Partners的溝通策略總監克里斯汀·陳說：“尺寸絕對是個大問題。智能手機上的房產廣告看起來遠遜網上的橫幅廣告，以及電視、紙質和戶外廣告。”
Size isn’t the only problem. Advertisers are also limited by what they can find out about smartphone users. It’s not technically possible to use cookies with smartphone apps the way it is with a browser. On the Web, publishers typically record users’ actions so that advertisers can make an educated guess about a user’s identity and interests.
尺寸並非唯一問題。廣告客戶能獲取的智能手機用戶的信息也很有限。從技術角度看，智能手機應用無法像瀏覽器一樣使用cookie。網站發佈者通常會記錄用戶的行爲，這樣廣告客戶就能更好的猜測用戶的身份和興趣。
“What makes Web ads so attractive to advertisers is the ability to track actions and optimize accordingly,” Ms. Chen says. Because a smartphone cannot use the same technology, she says, “your ability to track and optimize is much more blunt, or in some cases nonexistent.”
陳女士指出：“網頁廣告如此吸引廣告客戶之處在於它能追蹤用戶行爲並據此進行優化。”她還表示，由於智能手機無法使用同樣的技術，“追蹤和優化的能力大爲減弱，某些情況下完全沒有。”
These limitations depress demand for smartphone ads and lead to low prices. A banner ad on a Web page that costs $3 to $5 for every thousand impressions may cost only 75 cents or $1 for a thousand impressions on a smartphone, Ms. Chen says.
這些限制使智能手機廣告的需求不高，價格也較低。網頁上的一條橫幅廣告，每千次有效展示的價格爲3至5美元，而智能手機上可能只有75美分至1美元。
Another reason advertisers don’t value smartphone ads highly is that users tend to lack a receptive mindset when using their phones. “It’s an activity you do for a short burst of time,” Ms. Chen says. “It’s very functional.” That is not a good time to try to make users stop what they are doing and give their attention to an advertiser’s message.
廣告客戶不看好智能手機廣告的另一原因是用戶在使用手機時接受信息的思維模式不足。陳女士指出：“使用手機是一種短時行爲，目的性非常強。”這並不是一個讓用戶停下手上的事情關注廣告信息的好時間。
