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BREAKING NEWS & VIEWS
Mobile Banner Clickthroughs 8X Higher Than WebWednesday, July 13, 2011 The banner creative may be teeny tiny, but the amount of engagement and share of voice on the page are driving incredible effectiveness in mobile display advertising. According to comparative metrics from MediaMind, the typical mobile banner ad attracts an average clickthrough rate of 0.61% compared to a .07% CTR for online banners. This 8X advantage is not even across the board, however. In the entertainment vertical, where the ad creative is notably more attractive and usually leads to a richer destination experience, the CTR climbs as high as 1.04%. In the auto segment, where much of campaign emphasis is on branding over time, CTR averages out to .19%. Still, mobile advertising benefits from the lack of clutter on a mobile app or mobile web site page. It bespeaks the importance of share of voice and sponsor ownership of content. And these metrics should remind us of principles of ad effectiveness that had always been in place in print but somehow got lost in the digital age where almost every Web page suddenly had the visual appeal of a logo-filled NASCAR racer. Despite continued efforts by some publishers to reinforce ad unit limits on pages, the clutter continues to be de rigeur in Web publishing. In many ways mobile platforms enforce an editorial and design discipline that somehow got forgotten in digital media over the last decade. If you have breaking news to share please contact min’s editors.
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