Many marketers are still in the exploratory stages with mobile campaigns. But, in some cases, consumers already have high expectations for content and ads delivered in this format. This consumer expertise may explain why the results of new research show that rich media ads in the mobile environment are paying off for marketers.
Jumptap, a provider of targeted mobile advertising, just published an analysis of its network data. Analysts reviewed over 300 million campaign impressions for large advertisers that covered both rich and standard mobile ads. In carrying out this study, the analysts attempted to isolate the ad unit and to remove influences such as how it was placed or who was targeted. The findings emphasize that advertising “with rich media ad units showed prominent lift over those with standard media.” Improvement in click-thru rates (CTR) ranged from 214% for an athletic products manufacturer to 455% for a quick-serve restaurant.
The company also tracks demographic data of consumers who are clicking on rich media. For the most part, people between the ages of 45–74 show significantly higher CTRs than all other age groups. Men have nearly twice the CTR of women. And consumers with household income exceeding $50,000 show a significantly higher CTR than consumers with less income.
Marketers must consider this data as well as the types of mobile operating systems consumers are using when they design their mobile campaigns. For now, Android is dominant with 47% market share. Apple comes in at 23% and Blackberry is close behind at 21%. However, during this study period, Apple users exhibited the highest CTR at .62%. About half of consumers access content through mobile webs while the others use apps. Those who access on the mobile web also largely use feature phones.[Source: Jumptap MobileSTAT Report: Rich Media Gooses ROI. Jumptap.com.24 Oct. 2011. Web. 9 Nov. 2011]