Mobile ads that integrated interactive and animated features saw click-through rates (CTRs) multiple times higher than standard banner ads last year across a variety of verticals, reports Millennial Media in a year-in-review analysis of advertising activity on its network. For example, both automotive and education advertisers generated CTRs that were on average 3.5 times higher for their rich media and video ads than for their standard banner ads. Each of the top 10 verticals by spend saw CTRs at least 1.7 times higher, on average, for their rich media ads. On a related note, Celtra recently reported that among all mobile rich media ads on its platform, native formats performed best for both expansion and engagement rate.
Returning to the Millennial Media data, the platform reveals that several verticals boosted ad spending on the network by sizable proportions last year. Leading the pack was sports, with spending up 489% year-over-year, though not enough to crack the top 10 verticals by spending.
Of those top 10, which was headed by the entertainment vertical, consumer goods (#5) and pharmaceuticals (#9) grew their spending the most rapidly, up by 134% and 139%, respectively.
The study details shifts in the ways mobile advertisers integrate various functions into their campaigns. While the leading post-click actions were consistent from 2012 – application download (37% in 2012; 34% in 2013) and site search (29% each year) – others lessened in popularity. For example, campaigns were less likely to integrate social media (8% in 2013; 18% in 2012) and store locators/map views (12% in 2013; 21% in 2012).
That may be a result of the different mix of verticals advertising on the network, as some favor various actions more than others. Retail advertisers were most likely to use mobile commerce, retail promotions and store locators, while entertainment advertisers leveraged videos more than others.
The changing post-click actions also reflect different goals this past year. A plurality 30% of campaigns counted site/mobile traffic as their goal, up from just 14% a year earlier. A greater share of campaigns also had the goal of driving brand awareness (22% vs. 14%), while fewer aimed for sustained in-market presence (24%, down from 39%).
- Android accounted for 54% of platform impressions last year, up from 48% in 2012. The iOS share was also up, from 32% to 38%.
- Some 72% of impressions came from smartphones, but that was down from 75% a year earlier. Tablet share of impressions, by contrast, grew from 20% to 24%.