With so many consumers making smartphones the new ‘it’ possession, marketers are scrambling to get their message onto the small screen. They are also discovering that the same techniques they’ve been using in other online media formats don’t transition well to mobile devices. To make an impact, advertisers need to present rich media experiences.
Games, store locators and social engagement are all drivers of consumer attention to mobile ads. When the rich media component is added to a mobile campaign, engagement rates reach at least 12.8% regardless of device, platform or placement. When a gaming element is added to these ads, especially in the entertainment vertical, engagement jumps to 16.6%. In studying the mobile ad ecosystem, Cambridge, MA-based Celtra reported on 4 verticals that use rich media: Automotive, retail, entertainment and finance.
All of these industries employe a mix of video and direct response to some extent. The finance sector experienced the highest video engagement rate (21.5%) and click-throughs (7.9%). Analysts say this is because video is often the only feature in these ads. Retailers are also getting a 7.4% click-through on the ads, because they are linking users to local stores. Retailers can also attract consumer attention in the mobile space with a product catalog.
In the campaigns studied by Celtra, rich media ads are being delivered in the following formats:
- Expandable banners 67%
- Interstitial 21%
- Banner 12%
Marketers should know that while iOS holds a slight market edge over Android, analysts see the Android market expanding. For now, 71% of mobile ads are being delivered to smartphones and the rest to tablets. Matevz Klanjsek, co-founder and chief product officer at Celtra reminds marketers that rich media has the potential to allow them to communicate in a more ‘intimate’ way with consumers ‘instead of simply bombarding them with commercial messages.’
To learn more about Mobile Marketing Responders, check out the Audience Interests&Intent report available from the Research Store at ad-ology.com.[Source: What works in rich media mobile advertising. Celtra.com. 2012. Web. 11 Oct. 2012]