In Mobile Advertising, Size May Not Matter

Published on: 5th Jun 2012

­Screen size doesn't always matter when it comes to mobile ad performance, according to analysis of its own mobile advertising performance by Jumptap. Data from the Jumptap network of over 107 million monthly visitors showed that the Amazon Kindle, which measures seven inches in length, had a 1.02% click-through rate (CTR) while the slightly larger, 9.7 inch iPad had a 0.9% click-through rate.

While tablets tend to have higher CTRs than smartphones, screen size isn't always a predictor. For example, the Samsung Galaxy Tab (0.53%), Note (0.58%), and Galaxy S (0.53%) all had comparable CTRs despite having three very different screen sizes, ranging from 10.1 inches to 3.5 inches.

"What makes the mobile market thrive are the various features, functionalities and form factors of each device," said Paran Johar, Chief Marketing Officer, Jumptap. "In order to capitalize on that notion and increase campaign CTR, advertisers should build creative that reflects the unique aspects of each device, in accordance with the Mobile Marketing Association and Interactive Advertising Bureau guidelines."

Additional May MobileSTAT Findings:

Consumer interest in fast food ads peaks on the weekends, based on analysis of mobile ad campaigns run on the Jumptap network by companies in the QSR (Quick Service Restaurant) industry. QSR ads see CTRs that are 9.9% higher than average on Saturdays and 5.9% higher than average on Sundays. The same ads garner their lowest CTR on Tuesday, which came in 5.7% lower than the average. QSR advertisers looking to maximize CTR should heavy-up on fast food ads throughout the weekend.

Data from comScore and Jumptap show that ownership of tablets and purchasing on tablets is heaviest among older Millennials - those 25-34 years-old. Millennials as a whole - ages 18-34 - are most likely to use an iPad while Baby Boomers are the heaviest users of the Kindle Fire. Mobile media planner should focus on Amazon's flagship tablet when looking to target Baby Boomers.

On Kentucky Derby day, mobile traffic around Louisville, KY grew steadily as the day progressed, then spiked in the evening shortly after the race. At the time of the race itself (6:24 PM), there was a brief dip in local traffic, most likely due to fans looking up from their devices to watch the action. This pattern may serve as an example for advertisers planning campaigns around live events: expect a surge in traffic directly following the event itself.

 

Tags: [mobile advertising]