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Mobile Ads Outperform Standard Banners

Entertainment, retail industries have best mobile click rates

July 13, 2011

As more marketers from across industries begin to embrace mobile advertising, more attempts at measuring their efforts will not be far behind. Benchmarking efforts by digital advertising solutions provider MediaMind (formerly Eyeblaster) indicate that campaigns for different verticals should have different expectations—and that mobile banners see more clicks than standard banners on the PC-based internet.

In July 2010, MediaMind released statistics from 2009 showing that mobile banners beat standard banners in both clicks and conversions for automotive campaigns. Now, the higher clickthrough rate (CTR ) for mobile banners can be extended across verticals.

MediaMind found that the average CTR on mobile banners on their network was 0.61%. That was more than eight times as high as the CTR for standard online banners in campaigns that also had at least one mobile ad.

Clickthrough Rate for Mobile vs. Online Banner Ads in North America, Q1 2011

Campaigns for the entertainment industry showed the highest mobile banner click rates, at 1.04%, followed by retail industry mobile banners, at 0.84%. Apparel, electronics and auto ads performed worse.

Mobile Ad Clickthrough Rate in North America, by Industry, Q2 2011

The research also showed click rates varied by mobile operating system. iPhone and iPad users were significantly more likely to click on mobile banners than those with an Android device or BlackBerry.

eMarketer estimates US advertisers will spend over $1.1 billion on mobile this year, up 48% from 2010 spending levels. Of that amount, 30%, or $334.5 billion, will go to display (excluding video). By next year, eMarketer predicts, mobile display spending will surpass the current leading mobile ad format, messaging, to take the largest slice of the US mobile ad spending pie.

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Check out today’s other article, “Click Rates Complicate Online Video Ad Metrics.”

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