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Ad Types Most Effective For Mobile
by Jack Loechner, Thursday, January 30, 2014 6:15 AM
According to the DG MediaMind ‘Mobile Performance Benchmarks’ report that quantifies the relative performance of mobile ad formats, analyzing more than one billion impressions across more
than one thousand mobile campaigns since January 1, 2013, CTR performance overall for mobile expandable banners outperform polite banners, 0.63% to 0.28%. Within expandable banners, the verticals that
did the best job generating user expansions include entertainment (9.0 %), electronics (8.9 %) and automotive (5.5 %). Both expandable banner and polite banner formats beat out mobile
standard banner performance, which earned a 0.09 % CTR. The research focuses on the performance of mobile formats and features within key verticals with the goal of providing
vertical-by-vertical insight into the most effective mobile advertising strategies for brand advertisers. The Polite Banner is a Flash-enabled banner that uses “polite,”
sequential downloading and proprietary compression technology to allow extra large file sizes to fit within standard publisher specs.The Expandable Banner expands beyond the
confines of the traditional banner. Multiple Flash panels can be launched by a click, roll-over or auto-initiation. Ricky Liversidge, CMO at DG, said “… consumers depend more
(and more) on mobile technology for their media, day-to-day communications and connections to the world… (analysis of) these factors… gives advertisers… data that can guide their
mobile marketing decisions… “ Standard banner underperformance on smartphones and tablets is driven by their creative limitations, says the report. Because standard banners do not
support interactions or banner expansion, they offer minimal opportunity for brands to engage with their target audiences. In addition to format performance, the study also examined mobile
marketing success by vertical. Entertainment and news/media had the highest mobile CTR among the verticals studied, at 1.10% and 1.21%, respectively. Other strong CTR performers include CPG (0.82%)
and Retail (0.58%) and Restaurants at 0.50%. Each vertical was also analyzed to determine the most effective advertising strategy in mobile:
- Entertainment: The top key
performance indicator (KPI) for entertainment advertisers was sustained in-market presence. Videos and social sharing were the features most frequently used by entertainment advertisers
- CPG: Image gallery, location and social sharing were the features most often leveraged by CPG advertisers to increase their most important KPI of brand awareness and consideration
- Retail: To get consumers to visit brick-and-mortar locations, video, location, weather and ‘download app’ were the features most frequently leveraged
- Auto:
Image gallery, video gallery and m.site click-throughs were frequently used to keep a featured product, vehicle model or sales promotion top-of-mind with auto buyers
Among mobile rich
media formats that include online video, polite rich media banners had a higher video start rate than their expandable counterparts. 3.33% of videos in polite banners were engaged, compared to 1.51%
for expandable banners. Because the video player is immediately viewable to users in polite rich media banners, these ad formats also experienced higher video start rates than expandable banners,
which require a user to engage with the ad unit first before the player appears in the ad. Retail and electronics led the way with the highest CTR among verticals:
Click Thru RateVerticalCTR Retail 0.52%
Electronics 0.41% Entertainment 0.40%
Financial 0.34% Polite rich media banners had a higher video start rate than their
expandable counterparts; 3.34% polite engaged; 2.62% expandable engaged:
Video Best
Performing VerticalsVerticalCTR
Auto 9.16% CPG 5.43% Telecom 3.29% Auto advertisers were able to achieve sustained engagement with consumers with
features that drove awareness and consideration. Features used in CPG ads aimed to create engagement and drive consumer in-store traffic:
In Terms Of Interaction Rate Auto And CPG
Outperformed All- Auto 20.7% engagement with safety, video and cell
- CPG 11.7% engagement with quality, video, social, coupons
Video Attention Span- 76.2% @ 25% completion rate
- 61.6% @ 50%
- 52.9% @ 75%
- 47.2% @ 100%
Highest Performers In Getting Consumers
To Complete- Auto 79.8%
- CPG 65.7 %
- Telecom 54.4%
For
additional information, please visit dgMediaMind here.