Benchmark study aims to lift lid on best mobile advertising formats

New report from DG MediaMind looks to help marketers improve their mobile marketing strategy by delving into the types of banner and interactive ads proving successful for various verticals

A new benchmark study by DG MediaMind has set out to help marketers improve engagement rates across mobile devices by comparing the effectiveness of different mobile advertising formats across industry verticals.

The advertising platform provider’s new Mobile Performance Benchmarks report is based on analysing more than two billion impressions across more than 1000 mobile campaigns since January 1, 2013.

It found clickthrough rate (CTR) performance for mobile expandable banners, which include filmstrips, pulls, slide and adhesion banners, all outperformed polite banners, 0.63 per cent to 0.28 per cent. Industries doing the best job of expandable mobile ads to date are entertainment, electronics and automotive.

Both expandable and polite banners outperformed mobile standard banner performance, which chalked up a 0.09 per cent CTR.

“Much like the desktop environment, standard banner underperformance on smartphones and tablets is driven by their creative limitations,” the report authors stated. “Because standard banners do not support interactions or banner expansion, they offer minimal opportunity for brands to engage with their target audiences.”

The odds flipped across mobile rich media formats that include online video, where polite rich media banners had a higher video start rate than their expandable counterparts. DG MediaMedia reported 3.33 per cent of videos in polite banners were engaged, compared to 1.51 per cent for expandable banners.

“Because the video player is immediately viewable to users in polite rich media banners, these ad formats also experienced higher video start rates than expandable banners, which require a user to engage with the ad unit first before the player appears in the ad,” the report stated.

When it comes to mobile marketing success by vertical, DG MediaMind found entertainment and news/media had the highest mobile CTR, at 1.10 per cent and 1.21 per cent respectively. Other strong CTR performers included Consumer Packaged Goods (CPG; 0.82 per cent), retail (0.58 per cent) and restaurants (0.50% per cent). The worst performer on the list was telecom at 0.06 per cent.

Mobile marketing budgets set to get a major boost
Location-based marketing: The key to mobile customer engagement?
6 mobile marketing trends to leverage in 2014

Each vertical was also analysed to gauge the most effective mobile advertising strategy in mobile. The top key performance indicator for entertainment advertisers, for example, was sustained in-market presence. Videos and social sharing were the features most frequently used by entertainment advertisers to achieve this.

In the CPG space, image gallery, location and social sharing were most often leveraged to increase brand awareness and consideration, the key metrics for these advertisers.

Retailers looking to get consumers to visit brick-and-mortar locations most frequently use video, location, weather and downloadable apps. And automotive brands led with image and video galleries, along with mobile site clickthroughs, to keep products top-of-mind with consumers.

“Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world,” said Ricky Liversidge, CMO at DG. “We analysed these factors to give advertisers concrete data that can guide their mobile marketing decisions and help them reach the growing group of mobile users.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in