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BizReport : Advertising archives : June 07, 2013

Celtra: Rich media mobile ads perform better on Facebook, Twitter

New research from mobile ad service firm Celtra has found that mobile rich media ads perform far better on mobile social websites than on non-social websites.

by Helen Leggatt

Celtra's study (infographic) of rich media ads was based on analysis of 32 mobile campaigns in the final quarter of last year. It found that mobile rich media ads on social websites have four times the engagement rate of the same ads on non-social mobile websites.

And that's not all. Mobile rich media social ads outperformed the same ads on non-social websites with:

- 16x higher ad completion rates;
- 2x the engagement time;
- 3x higher video play rates;
- 4x higher share rates.

"When it comes to engagement with mobile rich media ads, social media networks definitely have an upper hand," said Matevz Klanjsek, Celtra Co-Founder and Chief Product Officer. "This is largely due to the native nature of their advertising products where ad experiences organically become a part of the conversation."

However, Klanjsek also notes that social media environments aren't always the best place for mobile advertising. Some features, such as location-based advertising, performed 'significantly better' when trafficked to mobile publishers.

Tags: mobile advertising, native advertising, online advertising, rich media ads, social ads, social marketing, social media, social network

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