There’s no doubt that the fast adoption of mobile devices heralds significant and fundamental changes for advertising. eMarketer estimates that worldwide mobile internet ad spending will grow by 62.1% this year, topping $29.43 billion.
In December 2013, DG MediaMind analyzed some 2 billion mobile ad impressions served between January and November of 2013 in order to glean insights into how consumers were interacting with all of these newer mobile ads.
Broken down by sector, DG MediaMind found that mobile ads in the retail and electronics categories had the highest clickthrough rates (CTRs), at 0.52% and 0.41%, respectively. Entertainment was not far behind, with a CTR of 0.40%. What ads in these categories seemed to have in common were clear incentives for customers to head to mobile-friendly landing pages. The telecom and travel industries, meanwhile, registered less clickthroughs.
The report also found that mobile expandable banners had greater success in engaging customers than polite banners across almost all verticals, with the financial sector being the one area where polite banners had a higher rate of engagement. The difference in effectiveness was most pronounced in the auto sector, where expandable banners had an interaction rate of 27.7% and polite banners one of 1.3%, for a total weighted average of 20.7%. Consumer packaged goods (CPG) was next, with an interaction rate of 3.1% for polite banners and 17.9% for expandable banners and a weighted average of 11.7%. Travel and telecom trailed other sectors in terms of overall interaction rate average.
Mobile video completion rates were found to be a healthy 47.2% overall. The automotive vertical saw the highest completion rate at 79.8%, followed by CPG (65.7%), telecom (54.4%), financial (43.7%), entertainment (36.7%) and retail (35.5%). The report also found that automotive video ads had the highest video start rate, followed by CPG and then telecoms.