In Jumptap’s September MobileSTAT Report, rich media advertisements proved to pull in a much higher click thru rate than those that used standard media. The Center for Media Research reported that the study recorded the impressions of major advertisers that ran both rich and standard media using similar creative and copy.
Retail, automotive and entertainment were the largest industries on the Jumptap network; however, it was a quick-service restaurant advertiser that had the largest rich media boost acquiring a 455% lift over standard. This was followed by consumer electronics and a luxury auto advertiser client both with lifts of more than 350%.
Among the data collected in the study, researchers found that location-based targeting was the most popular method used by advertisers to reach consumers.
They also concluded that Android continues to dominate the smartphone market with a 47% share, with Apple at 23% and RIM at 21%.
Like online, rich media advancements in mobile advertising can be monitored and proven effective. Advertisers are responsible for knowing who their target audience is, what device they use, and how they consume media. If mobile makes sense for a particular campaign, then try mixing it up with rich and standard media.
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