Web marketers are still trying to discover the most effective methods for mobile advertising. Now, there is evidence suggesting that the future of mobile marketing may lie in rich media ad units.
Jumptap recently released the data gathered in its MobileSTAT Report for September 2011, and found that current trends show rich media ad units dominating standard media in terms of click-through rates (CTRs), the primary method of measuring user engagement with mobile ads.
After reviewing over 300 million campaign impressions for a number of major Fortune 1000 advertisers running "both rich and standard media with similar creative and advertising," Jumptap noticed that rich media ad units saw a significant lift in CTR over their standard media counterparts.
The rich media format is seen as a great way to "inspire interaction" between consumers and a brand, and the dramatic rise in smartphone and tablet adoption by the general public has helped to increase the efficiency of these advertisements.
Among the companies that saw greater CTRs with rich media ads were:
- A major retailer, who saw a 337 percent lift over standard ad units
- A luxury auto manufacturer with a 357 percent lift
- An advertiser for a new theatrical release, 340 percent lift
- A quick service restaurant, 455 percent lift
- An athletics manufacturer, 214 percent lift
- A consumer electronics company, 362 percent lift
Android Remains on Top
Other findings released in the MobileSTAT report include figures that show Android still dominating the smartphone market with about 47 percent of smartphone owners using Android devices, the same number as August. Jumptap also reported "a 50/50 split" between mobile Web and app traffic by users accessing the internet on mobile devices, with Android leading app traffic and feature phones offering more mobile Web-based traffic than smartphones. Finally, advertisers named location-based targeting as the most popular method for trying to reach consumers on the Jumptap network.