Mobile ad CTRs jump the closer a consumer gets to a business

New insights into local mobile advertising from YP reveal how mobile users' distance to a business location impacts their likelihood to click on an ad for that business.

by Helen Leggatt

In the latest YP Local Insights report (Q3), an interesting set of figures emerged - mobile ad click-through rate by proximity to a business destination.

Put simply, YP's results show that the closer a mobile user is to a business destination, the more likely they are to engage and click on an ad.

It makes sense. Today's consumers increasingly use their mobile devices to plan and guide shopping trips and purchases.

'Sweet Spot'

When a mobile user is five to ten miles away, CTRs rise only slightly to 1.05 times but, when within one mile of a business destination CTRs jump to 1.4 times. However, as the report points out, there is a 'sweet spot' when a user is one to two miles away where CTRs peak at 1.48 times.

YP's Local Insights Report also reveals the top 10 overall local search categories:

1. Restaurants
2. Financial Services
3. Beauty Services
4. Auto Repair and Services
5. Real Estate
6. Physicians and Surgeons
7. Auto Parts
8. Building Contractors
9. Legal Services
10. Materials, Equipment and Supplies

Tags: ad metrics, mobile advertising, mobile apps, mobile marketing, proximity marketing