Smartphone ads - better click through for mobile marketers

A NEW report conducted by Quattro Wireless, the mobile ad network, has revealed that mobile users are more likely to click through ads via a touchscreen device.

Their analysis showed that four billion ads had been served to mobile devices globally in the Q2 2009. The survey showed that rich media ads on mobile sites and within mobile applications led to significantly higher click-through rates and engagement. The report also noted but that the device being used had a significant impact on outcomes.

Highest rates were on touchscreen devices, and higher than average on sites that had been optimised for WAP or when placed within an app. The report shows that mobile advertising, once thought of as the medium of mobile personalisation advertisers - such as ringtones - has become an effective strategy for brand and premium direct response marketers. Industries that want to reach a broad audience, such as CPGs, Autos, Finance, and Entertainment, are embracing the medium by integrating mobile marketing into their mix and developing innovative and engaging creative, thus driving more consumers to click, respond and buy. The findings also make it clear - by illustrating that animated ads are twice as effective as text ads, and that expanding ads also drive higher click-throughs - that those marketers and agencies that provide an engaging experience and take advantage of consumer behavior will make the most of their mobile investments.

“We are excited to release our first ‘Mobile ROI Report for Brands’, which demonstrates our ability to deliver value to our clients and to promote the mobile channel as a critical component of driving ROI for all marketers,” explained Andy Miller, CEO and co-founder of Quattro Wireless.

Unsurprisingly, the report showed that Apple’s iPhone generated the highest response rate, with growth driven by mcommerce through ads from entertainment and consumer electronics brands linking to iTunes and Amazon.com As BlackBerry improves its web browsing and as more Android devices launch globally, the company expects overall response rates to increase.

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