Marketers are aiming to design their mobile campaigns with just the right features this year. But, they know they’re faced with small screens, especially on smartphones. They’re seeking to engage, not frustrate or overwhelm consumers. DG, which operates a multiscreen advertising management and distribution platform recently studied over 2 billion impressions to discern which marketers are getting mobile right and they are sharing their results. While the entertainment sector had the highest CTRs in this study, the research shows every vertical can take steps to optimize the outcomes of their mobile campaigns.
The CTRs in this study varied significantly by vertical:
- Retail 0.52%
- Electronics 0.41%
- Entertainment 0.40%
- Auto 0.22%
- Telecom 0.06%
But these numbers don’t tell the whole story. When marketers used specific formats, especially expandable banners, CTRs jumped. However, when mobile video was displayed in a polite (static) banner view, rates were 3.3% versus the 1.51% in expandable banners. Analysts believe this is happening because users only have to click once to view video in polite banners, versus having to click more than once in expandable banners.
DG analysts also studied which mobile techniques delivered the best results to specific verticals. For example, automotive and CPG marketers fare well by providing an image gallery. CPG marketers are also improving their outcomes by offering a coupon. For entertainment marketers, the most successful content forms in mobile campaigns seem to be app downloads and social sharing. Retailers who want to encourage consumers to visit their stores must offer locations and apps.
If you’re working with marketers in one of these industries, do you agree with the findings in this study?
To learn more about Mobile Marketing Responders, check out the AudienceSCAN report available on the Research Store at ad-ology.com.