Marketers Using More Rich Media, In-​App Mobile Campaigns

The advertising market in the smartphone platform continues to quickly evolve. Opera Mediaworks, a mobile platform textmessageoperator has just released its Q2 State of Mobile Advertising report which outlines some of the changes in the industry. The details of this report make it clear that Apple is still the market leader and that advertisers are showing more willingness to use rich media in their mobile campaigns.

For now, the iPhone remains the industry's revenue leader (49.36%), but analysts are keeping an eye on the Android market which has 28.08% of the revenue. Smartphone penetration in the U.S. lags behind that of other markets. South Korea, for example has a much higher rate. Overall, only 50% of global ad requests stem from U.S. consumers, but 75% of mobile revenue occurs in the U.S. as marketers are more anxious to reach these shoppers.

Opera Mediaworks has also noticed some seasonality in the mobile ad market. The expected spike around the traditional holiday season occurs, but mobile ad spending also rises around spring break (March/​April) and back-​to-​school (August) times.

In this data set, the categories with the highest CTRs were travel (2.61%), entertainment (1.97%), mobile content (1.59%), and automotive (1.07%). Publishers generated their most revenue from the sports category last quarter and analysts attributed that shift to the start of Major League Baseball. It will be interesting to see if the trend continues this quarter.

Marketers are also growing more sophisticated with their use mobile formats. For now, the banner accounts for 52% of campaigns but the use of tap-​to-​expand and interstitials is growing.  Opera Mediaworks analysts point out that CTRs were higher for rich media ads served in an in-​app environment but this format is not as popular with marketers as the mobile web. Marketers who review this data may decide to shift more of their mobile advertising to apps.

To learn more about mobile marketing responders, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.