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Which ad formats deliver on mobile? DG MediaMind finds out…

For most marketers, finding effective mobile ad formats still involves an experiment-and-learn process. Mobile advertising companies, agencies, brand managers and digital heads are still investing time, and money, to ascertain the kind of mobile advertising that connects with consumers enough to deliver the highest click through rates (CTR) or other such ad measurement metrics.
In an attempt to answer some of these questions, MediaMind has released a ‘Mobile Performance Benchmarks’ report that quantifies the relative performance of mobile ad formats.
The research focuses on the performance of mobile formats and features within key verticals with the goal of providing vertical-by-vertical insight into the most effective mobile advertising strategies for brand advertisers.
“Every day, consumers depend more on mobile technology for their media, day-to-day communications and connections to the world. 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,” said Ricky Liversidge, CMO at DG.
For the study, MediaMind analysed more than one billion impressions across more than one thousand mobile campaigns since January 1, 2013.
Expandables enlarge results
Overall, CTR performance for mobile expandable banners outperform polite banners — 0.63 per cent to 0.28 per cent. Within expandable banners, the verticals that did the best job generating user expansions include entertainment (9.0 per cent), electronics (8.9 per cent) and automotive (5.5 per cent).
Both expandable banner and polite banner formats beat out mobile standard banner performance — which earned a 0.09 per cent CTR.
Much like the desktop environment, standard banner underperformance on smartphones and tablets is driven by their creative limitations. Because standard banners do not support interactions or banner expansion, they offer minimal opportunity for brands to engage with their target audiences.
Performance by Vertical
In addition to format performance, the study also examined mobile marketing success by vertical. Entertainment and news/media had the highest mobile CTR among the verticals studied, at 1.10 per cent and 1.21 per cent, respectively. Other strong CTR performers include CPG (0.82 per cent) and Retail (0.58 per cent) and Restaurants at 0.50 per cent.
Each vertical was also analysed to determine the most effective mobile advertising strategy in mobile:
• Entertainment: The top key performance indicator (KPI) for entertainment advertisers was sustained in-market presence. Videos and social sharing were the features most frequently used by entertainment advertisers.
• CPG: Image gallery, location and social sharing were the features most often leveraged by CPG advertisers to increase their most important KPI of brand awareness and consideration.
• Retail: To get consumers to visit brick-and-mortar locations, video, location, weather and ‘download app’ were the features most frequently leveraged.
• Auto: Image gallery, video gallery and m.site click-throughs were frequently used to keep a featured product, vehicle model or sales promotion top-of-mind with auto buyers.
Mobile Video
Among mobile rich media formats that include online video, polite rich media banners had a higher video start rate than their expandable counterparts. Fully 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

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.