Tiny Screen Huge Results

uglyveinInternet και Εφαρμογές Web

24 Ιουν 2012 (πριν από 5 χρόνια και 3 μήνες)

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%
1.15
%
0.07
%
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Maximizing Mobile Advertising Performance
Tiny Screen
Huge Results
MOBILE RESEARCH
TINY SCREEN
HUGE RESULTS
MA X I MI Z I N G MO B I L E A D V E R T I S I N G P E R F O R MA N C E
0.37
%
iOS
The big Apple
Apple’s iOS has
double the stand-
ard banner CTR
performance of
Android OS
Apple
Android
0.14
%
Palm OS
0.09
%
BlackBerry OS
0.07
%
Doubling in
three years
eMarketer expects mobile
ad spending to double
from 2011 to 2014
$
743
2010$
416
2009
$
1501
2012
$
1102
2011
$
2037
2013
$
2550
2014
Mobile standard banner
Standard banner
0.61
%
More clicks
than your PC
Mobile standard
banners get nine
times the CTR of
browser banners
0.07
%
and Retail
Entertainment
standout
Nearly all verti-
cals outperform
browser banners.
CTR
1.04
%
Electronics
Entertainment
Retail
0.84
%
Financial
0.73
%
Travel
0.58
%
News/ Media
0.47
%
0.19
%
The busy
BlackBerry
Business oriented
BlackBerry users
are less likely to
click on ads
0.40
%
0.20
%
0.00
%
CTR
Click through rate
Served impressions
Apple HTCMotorola BlackBerryLG VerizonSamsung Other
0.37
%
0:00 11:00pm8:00pm11:00am
1.15
%
The best time
for mobile
Users are most likely
to click mobile ads in
the evening
1.4
%
0.0
%
0.8
%
CTR
Mobile banners
Standard banners
0.07
%
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Key Mobile Trends
Reaching One of Every Three Consumers
HTML5 iPad Ads at Your Fingertips
Mobile Ads Outperform Browser Based Standard Ads

You can beat the CTR, but can you beat the ROI?
Handset Performance—iPhone Leads the Way
Retail and Entertainment with the Highest Performance
The Evening Browse
Conclusion
Table of Contents
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Key Mobile Trends
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Mobile ads deliver significantly higher Click Through Rate, as compared to browser banners.
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7pm to midnight is the most effective time for mobile advertising, with the highest CTR.
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The iPhone delivers the highest Click Through Rate, BlackBerry the lowest.
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The CTR performance of Apple’s iOS is nearly double that of Android based phones.
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The Retail and Entertainment verticals achieve the highest CTR.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Reaching One of Every Three Consumers
Mobile display advertising, which until recently was regarded as
‘experimental’ or only for advertisers on top of the innovation

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In the past year, MediaMind has seen more blue-chip advertisers
allocate a portion of their budget to mobile, complementing their
investment in the traditional display and search.
The increasing popularity of smartphones, including Ap
ple’s iPhone,
has significantly increased the reach of online display advertising
among young and affluent consumers, one of advertisers’ most
prized audiences. Today, according to comScore, 34.4% of US
mobile phone owners and 28.8% of European mobile owners use
their phone for online browsing and view mobile ads. Furthermore,
the increasing market penetration of smartphones means that

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According to eMarketer, by 2015, 43% of US mobile phones will
be smartphones, up from 31% in 2011.
Now that many of the technological barriers on mobile browsing
have been lifted, industry analysts predict that spending on mobile
advertising is going to increase significantly. eMarketer’s analysts
project that mobile ad spending will double from 2011 to 2014,
amounting to more than $2.5 bill
ion, or 7.5% of spending on
online advertising.
Note: Includes Display (Standard banner, Rich media and Video), Search and Messaging-based advertising.
Source: eMarketer, Sep. 2010.
Chart 1: US Mobile Ad Spending, 2009-2014
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Tablets are an opportunity to take engagement to a new level, by adding touch to the visual stimuli. In the case of the iPad,
advertisers need to leverage the power of HTML5 instead of Flash to create powerful visual ads. However, as shown by the
Avatar DVD Release campaign, HTML5 ads on the iPad can be as sophisticated as Flash ads.
In this innovative ad, Fox Home Entertainment allowed users to preview exclusive movie scenes and behind-the-scenes
footage in a way that corresponds to the film’s augmented-reality-based plot. Using fingertips, users can drag and resize clips
on top of the web page’s content, taking advantage of the full screen of the iPad to convey the advertising message. The
“immersive trailer” ads were produced in dual HTML5 formats for the iPad and Flash ads were created for Flash-enabled sites.
To view the full ad, click here: http://bit.ly/AvatarDemo
HTML5 iPad ads at your fingertips
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Chart 2: Cross Channel Campaign Performance by Ad Format
Mobile Ads Outperform Browser Based Standard Ads
They may be tiny, they may be new, but mobile ads trump browser based standard banners. A review of more than 230 million mobile
impressions shows that users are more likely to click on mobile ads than on Standard Banners.
The analysis used a sample of cross channel campaigns. These
campaigns utilized both mobile and browser based banners, and
therefore it is possible to compare similar creatives across channels
to minimize skewing of results due to creative implementation. The
analysis evaluated Click Through Rate (CTR), the only comparable
metric between mobile and Standard formats.
Overall, advertisers have achieved significantly higher response
from mobile advertising as compared to more traditional display.
Results show that for the same campaigns, mobile ads outperformed
all other formats with a Click Through Rate of 0.61%, while the
Standard Banners recorded a CTR of 0.07%.
Although mobile banners are relatively small and mobile browsing
on some phones is still somewhat cumbersome, the high Click
Through Rate (CTR) isn’t the result of fat fingers. It can be attributed
to the technology innovation curve. New types of online advertising
tend to receive higher CTR that declines over time, once advertising
technology becomes more widespread and mature.
This phenomenon was also evident in the early days of browser
based banners. Global performance data for Standard Banners
show that CTR for Standard Banners declined from 0.15% in 2006
to 0.09% in 2010 (and to 0.07% in the US). The main reason for
the decline is that the additional clicks that users were willing to
make did not catch-up with the huge increase in impression volume
during these years. Therefore, advertisers in 2006 enjoyed less
crowded online advertising space, and were thus more likely to get
clicks from users—similar to the mobile display landscape today.
Mobile banners aren’t just on top of the innovation curve, but also
occupy a bigger portion of the screen relative to browser based
banners. In many cases, there is only one banner on the page.
Furthermore, people tend to browse with their phone closer to
their eyes, unlike the screen of a laptop or a desktop.
The higher performance of mobile can be
attributed to the technology innovation
curve. New types of online advertising tend
to achieve higher CTR that declines over
time, once the technology becomes more
widespread and mature.
Note: Includes campaigns with at least one active mobile ad.
Source: MediaMind Research, Q4 2010 - Q1 2011 North America.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Chart 3: Mobile’s Effect on Brand Metrics
Note: *Delta is defined as point difference between the exposed and the control groups.
Source: InsightExpress, May 4, 2010. Cited from eMarketer.
A study by InsightExpress also confirms that mobile banners
outperform browser based banners for branding. InsightExpress
compared the response of users who were exposed to browser
based ads and mobile ads, and compared them to a control group
of unexposed users to measure the brand impact of the ads.
Results show that mobile outperformed browser based banners across all brand metrics by a factor of three. Mobile can help advertisers
to drive consumers through the purchase funnel even more effectively than larger browser-based banners.
Mobile banners occupy a bigger portion of the
screen as compared to browser based banners.
In many cases, there is only one banner on the
page.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
While the evidence shown here clearly demonstrates the higher effectiveness of mobile in CTR and branding performance,
mobile advertising still carries higher costs, specifically when compared to Standard. Nevertheless, even when considering
the incremental cost, mobile still delivers a higher return on investment (ROI).
An analysis of a recent campaign served by MediaMind of a large global financial services firm that used a combination of
Standard Banners, Rich Media and Mobile Banners shows that Mobile Banners achieved the lowest cost per click. Mobile ads
commanded a higher CTR, as compared to their Rich Media and Standard counterparts, which was large enough to offset the
higher cost of mobile media. In this campaign, mobile proved to be the most financially rewarding format in the media mix.
You can beat the CTR, but can you beat the ROI?
10
Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
An analysis of CTR and the proportion of impressions served by device reveal high variability between manufacturers. Apple’s iPhone and
LG devices lead the pack in terms of CTR performance, although a relatively low proportion of impressions were served to LG devices.
RIM’s BlackBerry, which comes in second in terms of the proportion of impressions served, also commands the lowest CTR.
Source: MediaMind Research, Q4 2010, North America.
Chart 4: Performance by Manufacturer
Handset Performance ־ iPhone Leads the Way
The iPhone leads the mobile advertising revolution. The touch screen and the enhanced browsing experience entice users to click more
on banners, as can be seen by the higher CTR.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Similar analysis of performance by operating system shows that the performance of Apple’s iOS is nearly double that of Android based
phones.
Source: MediaMind ,Q4 2010 and Q2 2011, North America.
Chart 5: Performance by Operating System
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Source: MediaMind ,Q4 2010 - Q2 2011, North America.
Chart 6: Performance by Vertical
Retail and Entertainment with the Highest
Performance
Nearly all verticals achieved a relatively high CTR of between 0.3% to 1.2%, which is higher than the benchmark for browser Standard
Banners. Entertainment and Retail enjoy the highest mobile CTR, while Apparel and Government have the lowest CTR. Government has
lower CTR performance also for browser based banners.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Source: MediaMind ,Q4 2010-Q1 2011, EST, North America.
Chart 7: Mobile and Browser Ads Serving by Time of Day
The Evening Browse
Mobile browsing habits are a whole different ball game when compared to traditional browsing. A large proportion of the browser based
banners are viewed between 9am and 5pm, when people are at the office. An analysis of impressions served by hour shows that the
most popular hours for mobile browsing tend to be early evening, between 7pm to 9pm, with elevated activity throughout the evening.
Furthermore, an analysis of Click Through Rate by hour shows that performance is also above average between 7pm and midnight. CTR
reaches its peak at 8pm. Serving ads in the evening can prove much more effective as compared to earlier in the day, and can reduce the
cost per click of mobile.
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Tiny Screen, Huge Results. Maximizing Mobile Advertising Performance
Source: MediaMind ,Q4 2010-Q1 2011, EST, North America.
Chart 8 : CTR for Mobile and Browser Ads by Time of Day
Mobile is moving from the fringe to the mainstream, helped by the tailwind of higher performance
and better ROI. Today, mobile ads reach one of every three consumers, and mobile spending is
expected to double by 2014.
As in the early days of browser based display, the innovation of mobile advertising elicits higher
response from users. Mobile achieves the highest performance out of display ad formats for CTR,
leaving Standard Banners in the dust. Mobile also outperforms browser based banners in branding
performance.
Evidence shows that browsing experience does affect users’ response to online mobile advertising.
Apple’s iPhone achieves the highest CTR performance, while BlackBerry the lowest. The CTR
performance of Apple’s iOS is nearly double that of Android based phones.
Evenings tend to be most active, when it comes to online browsing and ad exposures. This is also
the time when users tend to be most responsive to mobile display ads, commanding the highest CTR.
With ever-expanding reach, higher performance, and evidence of better ROI than traditional display,
mobile advertising can complement any display campaign. Don’t let the tiny size fool you; mobile
can yield huge results.
www.mediamind.com
Conclusion
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