Mobile advertising research from MediaMind shows iOS devices deliver highest CTR, while BlackBerry delivers the lowest
MediaMind Technologies Inc. (NASDAQ: MDMD), the leading independent provider of integrated digital advertising solutions, today released a new study titled, “Tiny Screen, Huge Results.” The new mobile research shows that the iPhone leads the mobile advertising revolution delivering higher Click Through Rates than devices with other operating systems. The full study is available here.
MediaMind reviewed more than 230 million mobile impressions in Q4 2010 and Q1 2011 and discovered that devices based on Apple’s iOS operating system achieved twice the performance of phones based on Google’s Android operating system, and five times the performance of BlackBerry phones. In addition, mobile ads achieved an impressive Click Through Rate (CTR) of 0.61 percent, while standard display banners for PCs recorded a CTR of 0.07 percent.
An analysis of the browsing habits of mobile users revealed surprising results. While PC browsing peaks during business hours between 9 am and 5 pm, mobile browsing soars during the evenings. Mobile Click Through Rate also reaches its peak during the evening, but still maintains a higher CTR than PC at any time of the day.
“Mobile is proving to be one of the most financially rewarding formats in the media mix,” said Gal Trifon, President and CEO of MediaMind. “This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.”
“In Australia, the Apple iPhone leads the mobile phone market with nearly 40 percent market share and iPad penetration is growing fast,” added Carolyn Bollaci, Country Manager of MediaMind Australia and New Zealand. “So, in this market, advertisers can no longer afford to overlook mobile platforms when building their digital advertising strategy if they want their campaigns to have maximum consumer impact.”
The study also found that most verticals achieved a high CTR, beating out benchmarks for browser Standard Banners. Entertainment, Retail and Financial Services are among the highest performing industry verticals on mobile, while Apparel and Government have the lowest CTR.
For more information on MediaMind, visit http://www.mediamind.com
MediaMind is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display and search. Headquartered in New York, MediaMind delivered campaigns during 2010 for approximately 9,000 brand advertisers, servicing approximately 3,800 media and creative agencies across approximately 8,200 global web publishers in 64 countries.