BizReport

RSS feed Get our RSS feed

News by Topic




BizReport : Mobile Marketing : June 06, 2012


Mobile rich media ads engage users and encourage tap-throughs

New research from Medialets reveals that ad taps are the new ad clicks and that rich media mobile ads drive more consumers to engage with and tap-through on their devices.

by Helen Leggatt

medialets.pngRich media ads are key to driving engagement among mobile users, found Medialets. Interactive elements of mobile ads, such as video or a product catalog can drive time spent to around 20 seconds. Brand-relevant games can hold a consumer's attention for well over a minute.

Despite these figures, just 12% of mobile ads on smartphones contain video and slightly more (30%) on tablets.

More key findings from the research include:-

- Mobile rich media ads generate tap-through rates of over 1%;

- Expand rate for mobile rich media ads is over 1%;

- Expandable banner ads are by far the most common, accounting for 64% of the total on smartphones and 60% on tablets.

The research was carried out because "performance of an ad will vary depending on factors like the quality of the creative, characteristics of the placement and-for mobile, in particular-the device on which it's run, it's still helpful to approach mobile with a baseline understanding of what can be achieved", according to Medialets' blog.






Tags: ad performance, banner ads, campaign analytics, consumer engagement, CTR, mobile advertising, mobile marketing, online advertising








Subscribe to BizReport



  • Webadmin

    What exactly is a mobile rich media ad?





http://www.bizreport.com/2012/06/mobile-rich-media-ads-engage-users-and-encourage-tap-through.html

 

 

Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.