According to Jumptap, in its MobileSTAT Report for the month of September, rich media ad units provide significant lift in click-through rates, compared to advertisers’ use of standard mobile ad units such as banner ads. In an experiment, Jumptap reviewed more than 300 million campaign impressions, across several major Fortune 1000 advertisers that ran both rich and standard media with similar creative and messaging.
The results were striking; campaigns run with rich media ad units showed prominent lift over those with standard media:
Paran Johar, CMO, Jumptap, said “... the demand for... dynamic content is growing... (mobile) advertisers want targeting combined with ad units that engage consumers... with ad units that facilitate user interaction including video and audio... (and that) rich media offers higher performance levels and greater measurement... the rising smartphone adoption and the sudden prevalence of tablets are increasing the ability... to reach consumers with extremely effective rich media advertising... ”
Lift in Click Through Rates Over Standard Mobile Banner Campaign | |
Advertiser | % of Lift With Rich Media |
Retailer | 337% |
Luxury auto | 357 |
Theatrical release | 340 |
Quick service restaurant | 455 |
Athletics manufacturer | 214 |
Consumer electronics | 362 |
Source: Jumpstat, October 2011 |
In addition to tablet traffic, the MobileSTAT Report covered network click-through rates, App vs. Mobile Web market share, mobile marketing and demographic trends, and top mobile advertising verticals. The Smartphone findings showed that:
Targeting Methods As A Percent of Premium Campaigns | |
Targeting | % of Campaigns |
Location (MSA) | 33% |
Handset | 25 |
Capability | 19 |
Location (State) | 6 |
Age | 4 |
Source: Jumpstat, October 2011 |
MobileSTAT (Simple Targeting & Audience Trends) is a monthly view into targeting and audience trends in mobile advertising.
For additional information, please visit Jumptap here.