Mobile ad firm StrikeAd has launched a Guaranteed Clicks initiative which will mean advertisers only pay for click-throughs which land on an advertisers mobile web page.

This approach is an alternative to the tradition PPC approach which sees advertisers pay for all clicks – which, according to StrikeAd, can see a drop off as high as 80 per cent between click and landing.

The system implements a pixel on a mobile landing page to measure engagement, and identify what types of traffic see high drop-off in order to programmatically and automatically reduce it. The landing page must load fully for the pixel to activate, and for the click to qualify.

“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,” says Michael Dewhirst, CTO of StrikeAd. “With our pixels implemented on a clients 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.”