Rich media ad units provide a big boost to mobile advertising click-through rates, according to Jumptap’s MobileStat Report, covering mobile ad network data for September. The survey covered over 300 million impressions for campaigns run by several major advertisers, including both rich media and standard media units, with similar ad creative and messaging (aside from the deployment of rich media). Rich media units included video or audio components.
Among the results attributed to rich versus standard media by Jumptap, CTR increased 337% for a campaign run by a major retailer; 357% for a luxury auto manufacturer; 340% for a new theatrical release; 455% for a quick-service restaurant; 214% for a major athletic equipment manufacturer; and 362% for a consumer electronics company.
The MobileStat Report also addressed the popularity of various smartphones and operating systems. Android led the way at 47% of the smartphone market, compared to 23% for Apple and 21% for RIM. The Jumptap data also indicated that mobile Web and mobile apps are roughly equal in popularity, both garnering 50% of total mobile traffic.
The Jumptap data echoes some recent findings from comScore on mobile usage, which focused specifically on social media access via mobile devices. According to comScore, 42.3 million Americans used mobile browsers to access social media in August 2011, compared to 38.5 million who used mobile apps. That’s 52.4% for mobile browsers and 47.6% for mobile apps.