With Mobile World Congress just days away, Smart AdServer has published an infographic that reviews the three things you should learn from mobile advertising in 2011 - with a view to using them in 2012.
It shows that 50% of mobile traffic occurs after 5pm, and that CTR increases by 23 times the average if you use rich media ad units.
Among the operating systems, iOS on iPad gives the best CTR followed by iPhone and then Android devices.
Reader comments (8)
Web Analyst & Social Media Executive at Lloyds Banking Group
11:48AM on 24th February 2012
Oddly, the graphic seems to say "3 things about mobile advertising in 2011" as opposed to 2012.
Useful all the same though.
1:02PM on 24th February 2012
I think its a look back at 2011, rather than a look forward. I think some of the points are 'givens' though? People with the 'purchasing power' to affect a CTR will be far more likely to work 9-5pm and have a mobile device worthy of effective internet browsing?
Head of community at TMW
1:07PM on 24th February 2012
You're both totally right, have edited to reflect :)
Marketing Consultant at Aviva
12:37PM on 27th February 2012
Some observations:
1. Of all the non-sticky ad formats on mobile, what percentage of this crazy-good CTR is users erroneously clicking on an ad while trying to close it? Does anyone have any usability data on this?
2. For all the proliferation of Android and its user base (~36% Android vs ~28% iOS, source - Kantar) the ad CTRs for these platforms tell a different story. Selling to iOS crowd is easier.
Web Manager at Perricone MD
4:20PM on 14th March 2012
Selling to the iOS crowd may well be easier, but that is probably because it is a more mature demographic (and by that I mean how long they have been using the product, not their age). Many Andriod customers are fairly new to smartphones and everything that comes with it.
At the end of the day though CTRs still don't tell the whole story.
Would you rather have 10% of the 90% of the people click your ad or 90% of 10% of the people? Android's price and accessability has the potential to really dominate the market, so its important to keep track of the numbers.
Marketing Consultant at Aviva
4:46PM on 14th March 2012
@Jonny I'd take those who convert the most, and in your example it may well be 90% of the 10% (you're right, CTR is only 5% of the conversion).
Regarding Android user base maturity, a lot of them are featurephone jumpers and in many cases don't know that Android Market even exists - they bought the phone because it has a touch screen and it was cheap. They also aren't as keen to spend money later.
Some quick stats for one app I know:
Free version Android = 126000 downloads
Free version iOS = 125000 downloads
Paid version Android = 800 downloads
Paid version iOS = 9900 downloads
Based on that, I'd take CTR for 10% of iOS users first, then CTR for 90% of Android users.
Web Manager at Perricone MD
6:05PM on 14th March 2012
For sure, I agree completely. All our analytics point to the same thing. Some interesting stats on the app there too.
For visits to our site, iOS customers convert twice as high. Right now, iOS is the bigger focus as they are a more valuable customer. However, there is the chance that sooner or later the overall revenue from Android overtakes iOS. Android visits are growing at twice the rate just now even if conversion isn't.
Marketing Consultant at Aviva
9:00AM on 15th March 2012
@Jonny "Android visits are growing at twice the rate just now even if conversion isn't." So that does mean that Android traffic represents a negative or stangant conversion rate for you in respect to the traffic metric? Could you share more stats/trends on this?
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