Mobile ads deliver a significantly higher Click Through Rate, as compared to browser banners (approx ten times better CTR), with iPhone and iPads the top devices for ad engagement, according to new research.
The study, from MediaMind Technologies, titled ‘Tiny Screen, Huge Results’, shows that the iPhone leads the mobile advertising revolution delivering higher Click Through Rates than devices with other operating systems.
MediaMind reviewed more than 230million mobile impressions in Q4 2010 and Q1 2011 and discovered that devices based on Apple’s iOS operating system achieved twice the performance of phones based on Google’s Android operating system, and five times the performance of BlackBerry phones.
In addition, mobile ads achieved an impressive Click Through Rate (CTR) of 0.61%, while standard display banners for PCs recorded a CTR of 0.07%.
An analysis of the browsing habits of mobile users revealed surprising results. While PC browsing peaks during business hours between 9 am and 5 pm,mobile browsing soars during the evenings. Mobile Click Through Rate also reaches its peak during the evening, but still maintains a higher CTR than PC at any time of the day.
“Mobile is proving to be one of the most financially rewarding formats in the media mix,” said Gal Trifon, President and CEO of MediaMind. “This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.”
The study also found that most verticals achieved a high CTR, beating out benchmarks for browser Standard Banners.
Entertainment, Retail and Financial Services are among the highestperforming industry verticals on mobile, while Apparel and Government have the lowest CTR.
The full study is available here.
Source: http://www.mediamind.com
