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MRC Says Mobile Ads Take Too Long to Load – source: WSJ

The burgeoning burgeoning mobile ad industry is growing rapidly Americans spend more time on smartphones, and as marketers and media companies reorient their business models to help reach these phone-obsessed consumers.

However, the MRC, the Media Rating Council, the ad industry’s overseer of research methodology, reported that ads on average take five seconds to load on mobile websites and apps. That’s roughly twice as long as ads on desktop websites. The slower ads load, the easier it is for mobile users to blow right past them.

The MRC’s CEO, George Ivie, said that there are a number of factors contributing to mobile advertising’s sluggish nature…

Access full article from WSJ