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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.

David Moth

Published 24 February, 2012 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

1683 more posts from this author

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Jo Darby

Jo Darby, Digital Content Manager at Celesio

Oddly, the graphic seems to say "3 things about mobile advertising in 2011" as opposed to 2012.

Useful all the same though.

over 4 years ago

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bharat patel

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?

over 4 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

You're both totally right, have edited to reflect :)

over 4 years ago

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Alec Saiko, Marketing Consultant at Aviva

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.

over 4 years ago

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Matt Isaacs, Senior Ecommerce Manager at Perricone MD

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.

over 4 years ago

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Alec Saiko, Marketing Consultant at Aviva

@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.

over 4 years ago

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Matt Isaacs, Senior Ecommerce Manager at Perricone MD

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.

over 4 years ago

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Alec Saiko, Marketing Consultant at Aviva

@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?

over 4 years ago

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