Mobile Advertising Research Trends and Insights
Transcript of Mobile Advertising Research Trends and Insights
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7/31/2019 Mobile Advertising Research Trends and Insights
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Maximizing Mobile Advertising Performance
Tiny Screen
Huge Results
MOBILE RESEARCH
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TINY SCREENHUGE RESULTSM A X I M I Z I N G M O B I L E A D V E R T I S I N G P E R F O R M A N C E
0.37%iOS
The big Apple
Apples iOS has
double the stand-
ard banner CTR
performance of
Android OS
Apple Android
0.14%Palm OS
0.09%BlackBerry OS
0.07%
Doubling inthree yearseMarketer expects mobile
ad spending to double
from 2011 to 2014
$7432010$416
2009
$15012012
$11022011
$20372013
$25502014
Mobile standard banner Standard banner
0.61%
More clicksthan your PCMobile standard
banners get nine
times the CTR of
browser banners
0.07%
and RetailEntertainment
standoutNearly all verti-
cals outperform
browser banners.
CTR
1.04%
ElectronicsEntertainment Retail
0.84%
Financial
0.73%
Travel
0.58 %
News/ Media
0.47% 0.19%
The busyBlackBerry
Business orientedBlackBerry users
are less likely to
click on ads
0.40%
0.20%
0.00%
CTR
Click through rate Served impressions
Apple HTCMotorola BlackBerryLG VerizonSamsung Other
0.37%
0:00 11:00pm8:00pm11:00am
1.15%
The best timefor mobileUsers are most likely
to click mobile ads in
the evening
1.4%
0.0%
0.8%
CTR
Mobile banners Standard banners
0.07%
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Key Mobile Trends
Reaching One o Every Three Consumers
HTML5 iPad Ads at Your Fingertips
Mobile Ads Outperorm Browser Based Standard Ads
You can beat the CTR, but can you beat the ROI?
Handset PerormanceiPhone Leads the Way
Retail and Entertainment with the Highest Perormance
The Evening Browse
Conclusion
Table of Contents
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Key Mobile Trends
1 Mobile ads deliver signifcantly higher Click Through Rate, as compared to browser banners.
2 7pm to midnight is the most eective time or mobile advertising, with the highest CTR.
3 The iPhone delivers the highest Click Through Rate, BlackBerry the lowest.
4 The CTR perormance o Apples iOS is nearly double that o Android based phones.
5 The Retail and Entertainment verticals achieve the highest CTR.
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Reaching One of Every Three Consumers
Mobile display advertising, which until recently was regarded as
experimental or only for advertisers on top of the innovation
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In the past year, MediaMind has seen more blue-chip advertisers
allocate a portion of their budget to mobile, complementing their
investment in the traditional display and search.
The increasing popularity of smartphones, including Apples iPhone,
has significantly increased the reach of online display advertising
among young and affluent consumers, one of advertisers most
prized audiences. Today, according to comScore, 34.4% of US
mobile phone owners and 28.8% of European mobile owners use
their phone for online browsing and view mobile ads. Furthermore,
the increasing market penetration of smartphones means that
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According to eMarketer, by 2015, 43% of US mobile phones will
be smartphones, up from 31% in 2011.
Now that many of the technological barriers on mobile browsing
have been lifted, industry analysts predict that spending on mobile
advertising is going to increase significantly. eMarketers analysts
project that mobile ad spending will double from 2011 to 2014,
amounting to more than $2.5 billion, or 7.5% of spending on
online advertising.
Note: Includes Display (Standard banner, Rich media and Video), Search and Messaging-based advertising.
Source: eMarketer, Sep. 2010.
Chart 1: US Mobile Ad Spending, 2009-2014
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Tablets are an opportunity to take engagement to a new level, by adding touch to the visual stimuli. In the case o the iPad,
advertisers need to leverage the power o HTML5 instead o Flash to create powerul visual ads. However, as shown by the
Avatar DVD Release campaign, HTML5 ads on the iPad can be as sophisticated as Flash ads.
In this innovative ad, Fox Home Entertainment allowed users to preview exclusive movie scenes and behind-the-scenes
ootage in a way that corresponds to the flms augmented-reality-based plot. Using fngertips, users can drag and resize clips
on top o the web pages content, taking advantage o the ull screen o the iPad to convey the advertising message. The
immersive trailer ads were produced in dual HTML5 ormats or the iPad and Flash ads were created or Flash-enabled sites.
To view the ull ad, click here: http://bit.ly/AvatarDemo
HTML5 iPad ads at your fngertips
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Chart 2: Cross Channel Campaign Performance by Ad Format
Mobile Ads Outperorm Browser Based Standard Ads
They may be tiny, they may be new, but mobile ads trump browser based standard banners. A review o more than 230 million mobile
impressions shows that users are more likely to click on mobile ads than on Standard Banners.
The analysis used a sample o cross channel campaigns. These
campaigns utilized both mobile and browser based banners, and
thereore it is possible to compare similar creatives across channels
to minimize skewing o results due to creative implementation. The
analysis evaluated Click Through Rate (CTR), the only comparable
metric between mobile and Standard ormats.
Overall, advertisers have achieved signifcantly higher response
rom mobile advertising as compared to more traditional display.
Results show that or the same campaigns, mobile ads outperormed
all other ormats with a Click Through Rate o 0.61%, while the
Standard Banners recorded a CTR o 0.07%.
Although mobile banners are relatively small and mobile browsing
on some phones is still somewhat cumbersome, the high Click
Through Rate (CTR) isnt the result o at fngers. It can be attributed
to the technology innovation curve. New types o online advertising
tend to receive higher CTR that declines over time, once advertising
technology becomes more widespread and mature.
This phenomenon was also evident in the early days o browse
based banners. Global perormance data or Standard Banners
show that CTR or Standard Banners declined rom 0.15% in 2006
to 0.09% in 2010 (and to 0.07% in the US). The main reason o
the decline is that the additional clicks that users were willing to
make did not catch-up with the huge increase in impression volume
during these years. Thereore, advertisers in 2006 enjoyed less
crowded online advertising space, and were thus more likely to ge
clicks rom userssimilar to the mobile display landscape today.
Mobile banners arent just on top o the innovation curve, but also
occupy a bigger portion o the screen relative to browser based
banners. In many cases, there is only one banner on the page
Furthermore, people tend to browse with their phone closer to
their eyes, unlike the screen o a laptop or a desktop.
Note: Includes campaigns with at least one active mobile ad.
Source: MediaMind Research, Q4 2010 - Q1 2011 North America.
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Chart 3: Mobiles Effect on Brand Metrics
Note: *Delta is defned as point dierence between the exposed and the control groups.Source: InsightExpress, May 4, 2010. Cited rom eMarketer.
A study by InsightExpress also confrms that mobile banners
outperorm browser based banners or branding. InsightExpress
compared the response o users who were exposed to browser
based ads and mobile ads, and compared them to a control group
o unexposed users to measure the brand impact o the ads.
Results show that mobile outperormed browser based banners across all brand metrics by a actor o three. Mobile can help advertisers
to drive consumers through the purchase unnel even more eectively than larger browser-based banners.
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While the evidence shown here clearly demonstrates the higher eectiveness o mobile in CTR and branding perormance,
mobile advertising still carries higher costs, specifcally when compared to Standard. Nevertheless, even when considering
the incremental cost, mobile still delivers a higher return on investment (ROI).
An analysis o a recent campaign served by MediaMind o a large global fnancial services frm that used a combination o
Standard Banners, Rich Media and Mobile Banners shows that Mobile Banners achieved the lowest cost per click. Mobile ads
commanded a higher CTR, as compared to their Rich Media and Standard counterparts, which was large enough to oset the
higher cost o mobile media. In this campaign, mobile proved to be the most fnancially rewarding ormat in the media mix.
You can beat the CTR, but can you beat the ROI?
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An analysis o CTR and the proportion o impressions served by device reveal high variability between manuacturers. Apples iPhone and
LG devices lead the pack in terms o CTR perormance, although a relatively low proportion o impressions were served to LG devices
RIMs BlackBerry, which comes in second in terms o the proportion o impressions served, also commands the lowest CTR.
Source: MediaMind Research, Q4 2010, North America.
Chart 4: Performance by Manufacturer
Handset Perormance iPhone Leads the Way
The iPhone leads the mobile advertising revolution. The touch screen and the enhanced browsing experience entice users to click more
on banners, as can be seen by the higher CTR.
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Similar analysis o perormance by operating system shows that the perormance o Apples iOS is nearly double that o Android based
phones.
Source: MediaMind ,Q4 2010 and Q2 2011, North America.
Chart 5: Performance by Operating System
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Source: MediaMind ,Q4 2010 - Q2 2011, North America.
Chart 6: Performance by Vertical
Retail and Entertainment with the Highest
PerormanceNearly all verticals achieved a relatively high CTR o between 0.3% to 1.2%, which is higher than the benchmark or browser Standard
Banners. Entertainment and Retail enjoy the highest mobile CTR, while Apparel and Government have the lowest CTR. Government has
lower CTR perormance also or browser based banners.
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Source: MediaMind ,Q4 2010-Q1 2011, EST, North America.
Chart 7: Mobile and Browser Ads Serving by Time of Day
The Evening Browse
Mobile browsing habits are a whole dierent ball game when compared to traditional browsing. A large proportion o the browser based
banners are viewed between 9am and 5pm, when people are at the ofce. An analysis o impressions served by hour shows that the
most popular hours or mobile browsing tend to be early evening, between 7pm to 9pm, with elevated activity throughout the evening.
Furthermore, an analysis o Click Through Rate by hour shows that perormance is also above average between 7pm and midnight. CTR
reaches its peak at 8pm. Serving ads in the evening can prove much more eective as compared to earlier in the day, and can reduce the
cost per click o mobile.
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Source: MediaMind ,Q4 2010-Q1 2011, EST, North America.
Chart 8 : CTR for Mobile and Browser Ads by Time of Day
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Mobile is moving rom the ringe to the mainstream, helped by the tailwind o higher perormance
and better ROI. Today, mobile ads reach one o every three consumers, and mobile spending is
expected to double by 2014.
As in the early days o browser based display, the innovation o mobile advertising elicits higher
response rom users. Mobile achieves the highest perormance out o display ad ormats or CTR,
leaving Standard Banners in the dust. Mobile also outperorms browser based banners in branding
perormance.
Evidence shows that browsing experience does aect users response to online mobile advertising.
Apples iPhone achieves the highest CTR perormance, while BlackBerry the lowest. The CTR
perormance o Apples iOS is nearly double that o Android based phones.
Evenings tend to be most active, when it comes to online browsing and ad exposures. This is also
the time when users tend to be most responsive to mobile display ads, commanding the highest CTR.
With ever-expanding reach, higher perormance, and evidence o better ROI than traditional display,
mobile advertising can complement any display campaign. Dont let the tiny size ool you; mobile
can yield huge results.
www.mediamind.com
Conclusion
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