clock menu more-arrow no yes

Nascar Says Mobile Is Driving Traffic, but Revenue Is Still a Lap Behind

Mobile drives nearly two-thirds of race-day Web traffic but less than 15 percent of digital sponsorship revenue.

Nascar

While Nascar deals with a lot of issues that are unique to its business, when it comes to the mobile Internet, it faces a common challenge.

Mobile accounts for nearly two-thirds of Internet traffic on race day, but only about 10 percent to 15 percent of digital sponsorship revenue.

It’s “possibly a huge revenue driver one day,” said Colin Smith, managing director of Nascar’s digital efforts, speaking Wednesday at the MobileBeat conference in San Francisco.

That’s a common theme at the conference. Companies here have no shortage of cool ideas related to mobile, but are struggling given that, even as mobile usage surges, mobile advertising remains just a tiny fraction of overall ad spending.

Smith said there’s one area of Nascar’s business where mobile already dominates. “Mobile probably causes 75 percent of our headaches,” he said.

This article originally appeared on Recode.net.