Figuring out which types of mobile advertisements to run can be a confusing, and costly experience. Most marketers have to go through a series of trial and error to come up with what works best for them. While it will always be necessary to do this for tweaking and optimizing, DG MediaMind has released a Mobile Performance Benchmarks report based on about a year’s worth of information. They analyzed over a billion mobile ad impressions from more than a thousand mobile campaigns since January 2013.
The information they found can be very helpful for marketers who are planning any sort of mobile marketing campaign. This can serve as a powerful starting point for brands, who can largely skip over many of the early mistakes that are made while split testing ad options.
One of the most significant things that was found, in my opinion, is that expandable banner ads significantly outperform traditional banners on mobile devices. While it is expected that the expandable options would get more interaction, I did not expect to see that it was over twice as likely that someone would click on an expandable ad. The CTR for expandable ads was .63%, compared to just .28% for static ads.
Expandable ads were most effectively used by entertainment companies, electronics companies, and automotive companies, which generated user expansions at 9, 8.9 and 5.5 per cent respectively. Across the board, however, expandable ads dominated those non-expandable options.
When it comes to video ads, however, the expandable ads performed poorly compared to ‘polite’ media banners. 3.33% of videos in non-expandable ads were engaged, where only 1.51% of videos in expandable banners were.
This type of information can help brands to customize their mobile ad campaigns to help ensure they are getting the best possible results.
You can view more information from DG MediaMind HERE.
Also, learn about mobile performance marketing offers with Neverblue
