According to Celtra’s Quarterly Mobile Rich Media Monitor, summarized in part by Marketing Charts, among 60 campaigns across 4 industry verticals engagement rates were the highest in the financial vertical, although both retail and entertainment also saw double-digit engagement rates, with auto close behind.
Mobile Rich Media Engagement Rates (% of Total Engagements, Q2 2012)
% of Rich Media
Source: Celtra, September 2012
Highlights from the Q2 Benchmarks:
Matevz Klanjsek, co-founder and chief product officer at Celtra, notes that ”... rich media mobile advertising is changing the way brands communicate... by engaging (consumers) with meaningful, useful and often intimate experiences instead of simply bombarding them with commercial messages... “
The study measured click-through rates on direct response ads, finding them to be highest in the finance vertical (7.9%), with retail a close second at 7.4%. Retailers benefited from high CTRs on links to stores, from which consumers could complete a purchase. Entertainment had a relatively low CTR due to many of these ads being self-contained and used to build brand awareness, rather than involving some call to action.
Each vertical has an ad feature that proves particularly strong in driving engagement, says the report:
Rich media ads are becoming much more sophisticated and elaborate. While including video is still the first and obvious choice for most brands, they are increasingly leveraging advanced mobile capabilities and ad features, such as location-based services, social media and gaming elements. The report concludes that these features drive significantly higher ad performance and create much bigger value for advertisers than traditional static “click-to-site” mobile banners.