While the primary function of mobile ads has been to drive consumers to the Web, many campaigns are increasingly setting their sights elsewhere.
New data released by Jumptap has found that 34 percent of performance-focused campaigns are set to initiate a call or download, rather than direct the user to a website. The report evaluated over 11 billion ad requests made to the Jumptap network by over 83 million unique users. It also revealed that the peak time for mobile ad engagement occurs around midday, as opposed to the early morning or late evening time slots.
Conversely, click-through rates are at their lowest during the morning commute and first hours of the workday.
“Mobile, like PC Web-based advertising, is very measureable,” says Paran Johar, Jumptap’s chief marketing officer. “As such, many brands and app developers are measuring their ROI very closely and allowing consumers to respond to ads in varying ways including click-to-call , click-to-map, click-to-download or click-to-SMS”
The report showed that Android continues to drive the largest share of ad requests on the Jumptap network. Google’s mobile platform increased its share by more than 3 percent from the previous month to 42.4 percent while Apple’s iOS gained less than a percent to 30.3 percent.
While ad requests are handily dominated by Android devices at a growing rate, iOS leads in user engagement with the highest average click-through rates of all the mobile operating systems. These distinctions are important to note as advertisers and developers weigh the importance of reach and engagement and showcase how a cross-platform strategy is critical to a mobile campaign.