Study: CPG, Auto scoring well in mobile

When it comes to mobile marketing efforts, a new study from Quattro Wireless shows that consumer packaged goods (CPG), automotive and entertainment brands and companies are performing better than other categories. Researchers found that animated mobile ads are performing better than simple text ads and that expandable ads drive click-through rates for marketers.

by Kristina Knight

The Mobile R.O.I. Report for Brands: Results and Objectives Indexes for Mobile Advertising finds that mobile advertising has quickly morphed from a 'personalization' platform delivering ring tones or wallpapers to mobile consumers into a stand-alone platform driving conversions.

Researchers found:

• Rich media ads in applications and on mobile sites drive high click-through rates
• Smartphones, such as iPhone, with touch-screens push more traffic and ad impressions
• iPhones showed an index response rate of 135, followed by gaming devices (105)

According to a recent Gartner forecast, mobile advertising will increase at least 75% by the end of 2009, bringing the revenue total to just over $900 million. Over the coming three years, however, mobile will see it's biggest push, with the category expected to account for more than $13 billion in 2013.

Quattro analyzed more than 4 billion ads sold and served (monthly) throughout Q2. According to company information, Quattro analyzed more than 10 billion mobile actions monthly, which includes ad requests, impressions served, page views, clicks and video plays.

Tags: Gartner, mobile advertising, mobile categories, mobile devices, mobile marketing, Quattro Wireless, rich media