Tag: mobile ads

The research also suggested that regardless of this fact, many marketing firms are still “addicted to clicks.”

The results of a recent marketing study have now been released, showing that while click through rate (CTR) are still commonly used to measure the success of mobile ads, they are not a very effective metric for that purpose.

The study was carried out by Nielsen after having been commissioned by the xAd firm.

This research indicated that at its best, CTR can provide marketers with an idea of the consumer awareness and interest when it comes to a mobile ad or a brand. However, if that metric is used, the report recommends that it should not be used all on its own. Other measures are also required to actually identify the true success of a given campaign.

This mobile ad performance study was run on the xAd platform and measured a spectrum of campaigns.

Throughout all of the campaigns in this mobile marketing study, there were a total of 80 campaigns examined that were run for 12 individual national brands. Across each of those campaigns, there were a total of 200 million impressions that had been measured for the purpose of this study. These marketing campaigns all took place during the first two quarters of 2014.

A provider of location analytics, Placed, was also used in order to conduct this study so that store visits could be measured as a result of the response of consumers to the mobile advertisements that they saw.

Among the results of the study were the following:

• CTR is not a strong indicator of performance and could be “completely unrelated, or even negatively correlated, to the other measures capturing metrics such as calls, directions and store visits.”
• Since mobile display campaigns are optimized with CTR in mind, secondary actions such as directions and calls are influenced in a negative way.
• Some of the highest offline in-store visit rates were sometimes connected with lower CTRs.

Regardless of the fact that many marketing firms were aware of the fact that CTR does not necessarily provide the most accurate metrics for campaigns, they continued to use them, nonetheless.

The fastest growing smartphone market in the world is seeing tremendous advertising increases.

According to recent data, the volume of mobile marketing is growing faster in India than anywhere else in the world, having risen by 260 percent year over year in July 2014.

Comparatively, the Asia Pacific region, which is geographically larger, saw less than half that growth.

The same data showed that the Asia Pacific region saw a respectable mobile marketing growth, but it was 70 percent, which is still considerably lower than what was experienced in India. This has caused a considerable amount of attention to be turned toward the country when it comes to advertising over smartphones. The reason that many have credited to the massive growth rate of advertising over this channel has to do with the fact that the market for this mobile device, as a whole is growing the most quickly in India.

Device users are switching from feature phones to smart phones, which is causing a mobile marketing traffic spike.

The changing of the mobile devices in the hands of the public in India is leading to a transformation of the advertising marketplace. This, conclusion, and the data that lead to it, were the result of an analysis conducted by Opera Mediaworks, an ad platform based in San Mateo, California. The firm published the results of its research in a report entitled “State of Mobile Advertising”.

The report also revealed that when it comes to device tracking, the Android share of the market in India is 41.7 percent. Devices based on iOS have a tiny share of the market, with Apple devices representing only 0.4 percent. That said, it has been shown in other reports that the share of the market does not necessarily directly determine the size of the revenues that are brought in by that share.

The mobile marketing report from Opera Mediaworks indicated that both apps and social sites are at the top of the list when it comes to the types of media used for advertising to Indian consumers. This aligns with the trends that are being recorded throughout the world.