Mobile Ads – not just for ring tones
Quattro Wirelss released its assessment of mobile Brand advertising, and we have some strong CTR performance coming from well targeted advertising.
As seen in the chart, CPG is indexing over 250 (2.5x better than the average mobile CTR), followed by strong performance from Communities, finance, dating and food.
By way of explanation, Quattro Wireless says
On the mobile platform, these marketers are often using ads to drive a response (click to coupons or recipes or find out information about rates and loans).
In addition to looking at CTR, the assessment of CPMs show a very wide range, driven in part by the level of targeting being used.
As in online advertising, the creative execution also has an impact on the performance. Animated ads had a 71% lift in CTR over the average mobile ad, and 63% over static banner ads.
The Quattro Wireless study provides good directional (and intuitive) information. Well targeted, relevant call to action, attention grabbing advertising improves performance. The question for advertisers remains, can you provide all these and do so at a CPM that makes sense? Of course, this depends on your objectives.
