Expandable banners are the best performing ad on mobiles, with the entertainment and media sectors recording the highest mobile click through rate, according to new research.
DG MediaMind has released a new “Mobile Performance Benchmarks” report that quantifies the relative performance of mobile ad formats.
The research focuses on the performance of mobile formats and features within key verticals with the goal of providing vertical-by-vertical insight into the most effective mobile advertising strategies for brand advertisers.
Key points are as follows:
The expandable banner wins in mobile:
• Overall, click through rate (CTR) performance for mobile expandable banners easily outperformed polite rich media banners — 1.24% to 0.28%, respectively.
• Within expandable banners served, the verticals that did the best job of generating user expansions included Entertainment: 9.0%, Apparel: 7.7%, and Auto: 5.5%.
Polite rich media banners had a higher video start rate than their expandable counterparts:
• Among mobile rich media formats that include online video, polite rich media banners had a higher video start rate than their expandable counterparts.
• Fully 3.33% of videos in polite banners were engaged, compared to 1.51% for expandable banners.
• Across all verticals, 47.2% of users that began watching a video completed watching.
• Auto, CPG and Telecoms did exceptionally well in getting viewers to finish watching their videos.
Entertainment & news/media vertical industries had highest mobile CTR:
• Entertainment and news/media had the highest mobile CTR among the verticals studied, at 1.10% and 1.21%, respectively
• Other strong CTR performers include CPG (0.82%) and Retail (0.58%) and Restaurants at 0.50%.
• Telecom is the lowest performing vertical with 0.07%.
Apparel & Auto verticals most successful in driving mobile interaction:
• Apparel and Auto verticals outperformed the pack at 13.1% and 14.5%, respectively.
• In the Retail sector, the rich media units that created the highest levels of engagement with consumers included Video, Location, Weather and Download App features.
View the infographic showing key findings below:
“Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world,” said Ricky Liversidge, CMO at DG. “We analyzed these factors to give advertisers concrete data that can guide their mobile marketing decisions and help them reach the growing group of mobile users.”
For the study, MediaMind analyzed more than one billion impressions across more than one thousand mobile campaigns since January 1, 2013. To download the report, click here
Performance by Vertical
In addition to format performance, the study also examined mobile marketing success by vertical. Entertainment and news/media had the highest mobile CTR among the verticals studied, at 1.10% and 1.21%, respectively. Other strong CTR performers include CPG (0.82%) and Retail (0.58%) and Restaurants at 0.50%.
Each vertical was also analyzed to determine the most effective mobile advertising strategy in mobile:
Entertainment: The top key performance indicator (KPI) for entertainment advertisers was sustained in-market presence. Videos and social sharing were the features most frequently used by entertainment advertisers.
CPG: Image gallery, location and social sharing were the features most often leveraged by CPG advertisers to increase their most important KPI of brand awareness and consideration.
Retail: To get consumers to visit brick-and-mortar locations, video, location, weather and “download app” were the features most frequently leveraged.
Auto: Image gallery, video gallery and m.site click-throughs were frequently used to keep a featured product, vehicle model or sales promotion top-of-mind with auto buyers.
Mobile Video
Among mobile rich media formats that include online video, polite rich media banners had a higher video start rate than their expandable counterparts. Fully 3.33% of videos in polite banners were engaged, compared to 1.51% for expandable banners.
Because the video player is immediately viewable to users in polite rich media banners, these ad formats also experienced higher video start rates than expandable banners, which require a user to engage the ad unit first before the player appears in the ad.
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