By Ricky Liversidge
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.
Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. 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.
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 with the ad unit first before the player appears in the ad.
About the author
Ricky Liversidge is CMO at DG. DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and distribution platform, fueling campaign management across TV, online, mobile and beyond. Through a combination of technology and services, DG empowers brands and advertisers to work faster, smarter and more competitively. Boasting the world’s largest hybrid satellite and Internet network for broadcast video delivery, the Company’s unparalleled campaign management encompasses multiscreen ad delivery, cross-channel research and analytics, and unified asset management. The DG product portfolio consists of two overarching product lines for online and video campaign management: MediaMind and VideoFusion.
With New York as a center of operations, DG is a global company that connects over 14,000 advertisers and 7,400 agencies worldwide with their targeted audiences through an expansive network of over 50,000 media destinati
ons across TV broadcast and digital advertising in about 78 countries, managing approximately ten percent of the world’s media assets.