The Headline "Study Examines Mobile Click-Through Rates Across Catagories" from MediaPost brings some interesting information to light about mobile marketing....
The iPhone delivered click-through rates on ads 35% better than the average compared to gaming devices and rival smartphones like the BlackBerry and Android-powered handsets, according to a new study by mobile ad network Quattro Wireless.
In addition to device type, the research -- based on the 4 billion ads per month served on the Quattro network in the second quarter -- also looked at response rates across criteria including ad type and industry sector and brands. The study used indices in which 100 is the average and performance is judged below or above that figure.
So the iPhone had an index of 135, followed by gaming devices at 105. Other phones had below-average click-through rates, with Palm devices at 79, Android phones at 66, and BlackBerry at 62."
Advertising catagories and ad types were also studied for mobile effectiveness...
"When it comes to ad types, the company found that animated ads had the highest impact, with an index of 171 and a 63 percentage-point advantage over standard banners (108). Expanding ads had average click-through rates (98), "but as they are really mini-websites, the audience does not need to click through the ad to another site to engage with the brand," according to Quattro. Text ads were the least effective, generating rates 28% below average.
Sizing up ad performance by industry, consumer packaged goods, autos, finance and entertainment were the categories posting the highest click-through rates. (CPG indexed north of 200.) That's mainly because they often use direct-marketing techniques on mobile phones, like offering coupons or recipes, to drive traffic to landing pages.
Auto, finance and CPG also are typically paying much higher CPMs than average due to higher levels of targeting and the use of rich media to lure consumers.
Finance, telecom and entertainment marketers are most likely to buy on a CPM basis, splitting spending between banner and text ads. Quattro expects the proportion of animated and rich media placements to grow in tandem with the spread of smartphones."
Great information to share with your clients that are looking to mobile as one of the channels they will use in their integrated marketing plan.