- Posts tagged Mobile Advertising
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Mobile Ad Post-Click Actions [CHART]
Placing a call to a local business was the leading secondary action after a mobile-local search ad click on the xAd network in Q1 2012, according to a report released by xAd in May 2012. 58% of secondary actions post-search click led to calls, ahead of maps and directions (36%), description (5%), and more info (1%). Overall, the secondary action rate (SAR - the percentage of users who took action after the initial ad click) stood at a healthy 36%, while the click-through rate (CTR) on search campaigns rose from 7% in Q4 2011 to 8.13% in Q1. Once again, search CTR far outpaced display ad CTR, which was 0.72%.
Mobile Search Ad Spending, Jan-Dec 2011 [CHART]
According to March 2012 data from online advertising management platform Marin Software, paid search spends share of US mobile advertising continues to climb. In January 2011, paid search accounted for 3.4% of US mobile ad spending. By December 2011, that share rose to 8.7%. Read the rest at eMarketer.
Mobile CTRs For Travel Category [CHART]
Spring, summer, and holiday months are the best times for advertisers to leverage mobile traffic to travel channels, says Jumptap in a May 2012 report. Looking at traffic and click-through rate (CTR) patterns for the travel channel in 2011, the study finds that while travel channel traffic peaked in August, CTRs were highest in June (3.55%), with September (3.37%), April (3.29%), and May (3.07%) also demonstrating strong engagement. Overall, travel, games, and entertainment were the highest performing application and mobile web channels for travel advertisers. Understanding traffic and CTR patterns is important given recent research from comScore revealing that 1 in 2 smartphone owners access travel content on their devices. Read the rest at Marketing Charts.
Text Message Ad Behavior [CHART]
Among consumers who have signed up for text alerts from retailers and merchants, 26% say that the information they received has led them to purchase the promoted product in the store, while 25% say they have purchased a different product from the store, according to [pdf] May 2012 survey results from Placecast. Similarly, 27% either bought the promoted product or a different one online. And despite just 4% of the survey respondents reporting having signed up for such alerts, interest appears to be on the rise: 41% said they would be at least somewhat or very interested in receiving text alerts about new products, sales, and/or promotions on their mobile device. This represents 14% growth from 36% who showed interest in 2010, and a 32% increase from 31% who were interested in 2009.
Recent research appears to support the potential for text message marketing: according to a survey released in January 2012 by the UK Direct Marketing Association (DMA), sponsored by Velti, SMS (33%) is the most popular method of receiving mobile offers among American consumers, ahead of mobile web, including email (21%), mobile application (11%), and voicemail (8%). Read the rest at Marketing Charts.
Social Overtakes Search In Spending [CHART]
Social media has surpassed search, and is poised to overtake online display advertising as the No. 1 source of digital media planning and buying, according to the latest edition of a quarterly survey of U.S. advertising agencies. The survey, conducted by Strata, the agency media software and processing firm owned by Comcast, found that 69% of agency executives now consider social the “focus” of their digital ad spending -- up 32% over the past year, and now a close second behind display (71%) as the dominant digital media-buying platform in the minds of agency executives. Read the rest at MediaPost.
2011 US Ad Spending vs. Consumer Time Spent, By Media [CHART]
Mobile devices are replacing the time we spend on our desktops and with every other media from print to TV. And yet there is a huge chasm when it comes to ad spending. Unfortunately for those of us in the digital space, search is how many companies have learned to justify digital spending. Analytics wonks and CFOs have fallen in love with search's clean funnel. But Apple and Siri are about to change all that. Read the rest at iMedia Connection.
Mobile Ad Clickthrough Rates By Device, Q1 2012 [CHART]
Ad clickthrough rates were slightly higher on mobile phones with full browsers than on either tablets or PCs. Read the rest at eMarketer.
US Mobile Search Spending By Device, Q1 2012 [CHART]
Search advertising continued its strong worldwide growth in Q1 2012, according to research from digital marketing solution provider IgnitionOne. The company found that global search ad spending grew 30% year over year, double the growth rate of Q1 2011. The figure was also the highest year-over-year growth rate for search ad spending in any quarter since Q4 2010. Read the rest at eMarketing.
Global Mobile Media Growth, 2011-2012 [CHART]
Global mobile media revenues are projected to reach almost $150 billion this year, representing a 17% rise from $128 billion in 2011, says Strategy Analytics in an April 2012 report. Advertising revenue will grow faster than consumer spend (85.4% vs. 13.4%), meaning that advertiser spend will account for more than 7.7% of global mobile media revenues, up from 4.9% in 2011. Consumer spend will make up the lion’s share of the roughly $22 billion in increased revenues, though, growing $16.4 billion from $121.8 to $138.2 billion, while advertiser spend will almost double from $6.3 billion to $11.6 billion. Read the rest at Marketing Charts.
Relevance Of Information Sources [CHART]
The Nielsen survey also asked respondents to identify which advertising and brand messaging platforms are the most relevant to them when searching for information about the products, finding that the relevancy results often mirrored the trust responses. Recommendations from friends and family again topped the list, at 90% of respondents, followed by consumer opinions posted online (75%), branded websites (59%), and editorial content such as newspaper articles (55%). The relevance of paid traditional media platforms ranged from about 40-50%, while many online platforms scored lower, save for ads served in search engine results (42%). Read the rest at Marketing Charts.
