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BizReport : Mobile Marketing : August 08, 2012

Jumptap: 3rd party data boots mobile campaigns

For those of you in the mobile space, adding third party data to campaigns to assist with targeting can be an asset. That according to the latest Jumptap MobileSTAT report. Jumptap data finds that data from third party sources can increase click throughs and overall campaign ROI.

by Kristina Knight

That lift can be as much as two times the results, in the case of click throughs.

"Since Jumptap introduced third party data partnerships into mobile just over a year ago, more and more of our current and new advertisers have leveraged the offerings to drive engagement. Campaigns with third party data targeting see higher click-through rates (CTR) and ROI regardless of advertising category," said Paran Johar, Chief Marketing Officer, Jumptap.

Specific to the Jumptap network, automotive and CPG advertisers are spending the most mobile ad dollars through Q2 2012.

As for how consumers are engaging, Android and Apple hold a 92% share of the mobile market; Apple is the definite leader where tablets are concerned, thought. The various iPad devices hold a 59% share of the Jumptap tablet marketplace with the Kindle Fire holding steady at a 25% share and the Samsung Galaxy Tab holding a 10% share. Within the Apple-sphere, though, it seems the different devices are holding on to different demographics.

Jumptap drilled down to find Apple's iPod Touch users are more likely to be female (60%) and under age 24 (53%) while iPhone consumers are more likely to be male (54%) and over age 24 (59%). While different demos are engaging with these products, the things they're doing in the mobile space are similar. Both iPod Touch and iPhone users are likely to connect to social networks via mobile, to visit Entertainment and News hubs and to play games.

Tags: Jumptap, mobile ads, mobile device trends, mobile marketing, mobile trends, third party data

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