The mobile ad market is predicted to grow quickly in the next several years. As more consumers use Internet or email enabled mobile devices, more marketers will roll out campaigns to reach their target audiences. Will advertising on a specific type of mobile app yield better results than the alternative? Curious marketers will probably be checking out and perhaps implementing new campaigns based on the graphical analysis recently published by Flurry.
According to Flurry, loyalty to mobile applications varies. Analysts considered the number of return visits to specific sites or applications over the course of 90 days and then categorized the activity by type of applications. The company assigned quadrant categories to each type of application and came up with the following generalizations:
- Quadrant 1: News, weather, reference – This category accounted for the highest rate of visits and retention during 90 days
- Quadrant 2: Books, games — Accounted for the highest rate of visits but lower retention
- Quadrant 3: Entertainment such as sports – Accounted for lower rates of visits and retention
- Quadrant 4: Social networking, medical, business, education – Accounted for lower rates of visits but higher retention
Of course, the goal of any campaign and the target market must be considered and when it comes to promoting a new book, a campaign placed on sites about books and games will reach the core audience. The Flurry findings suggest that marketers who want to reach a broad general audience in the mobile app world will do well to target sites offering news and weather. This strategy will allow them to reach more people who frequently access the same app sites over a longer period of time.[Source: Flurry released to Marketing Charts, September 2009]