• by Mark Walsh  @markfwal, August 7, 2012

In its latest monthly metrics report, mobile ad network Jumptap suggests campaigns that utilize third-party data perform better than those without. A second-quarter study of campaigns in various industry verticals found those using specialized targeting data had double-digit increases in click-through rates. The largest CTR increases were seen in travel (up 72%), auto (69%) and pharmaceutical (37.5%). Finance, CPG, technology and insurance all had CTR gains of 25% to 35%.

Jumptap works with third-party data providers including Acxiom, TargusInfo, Datalogix, PlaceIQ, and Polk to provide information about mobile consumer demographics and behavior.

Among other highlights from Jumptap's Mobile STAT report for July:

Smartphone share: Android continued to lead the way, with 48.9% of smartphone traffic on the ad network, with iOS claiming 43.3%. RIM continues to lose ground, shrinking to a 6% share, while Symbian and Windows have less than 3%.

Tablet share: The iPad again dominated the tablet market with 59% traffic share, with Amazon’s Kindle Fire and Samsung’s Galaxy Tab trailing behind at 25% and 10 percent% , respectively. The growth of Amazon’s Kindle Fire has leveled off since its November 2011 release and has dropped in market share since January, despite maintaining the number two spot on the Jumptap network.

Top Verticals: Based on Q1 and Q2 data, both the auto and CPG industries are the highest spenders on the Jumptap network. Other top spending verticals include consumer electronics, finance, QSR, retail and travel.

iPod Touch vs. iPhone: iPod users tend to skew female (60%) and more than half (53%) are 24 or younger, while iPhone users are more likely to be male (54%) and older than 24 (59%). Users on both devices count social networking and gaming as top mobile functions. But iPod Touch users are more likely to text while iPhone users are more likely to visit entertainment and news mobile sites and apps.