Total Beauty Media?s LimeLife Inc. is surpassing the standard for page views and user engagement when it comes to mobile Web sites in the female lifestyle and celebrity news genres.

When compared alongside 17 other female lifestyle mobile Web sites by mobile media buying agency BrandInHand, LimeLife came out on top. There was about a 40 percent lift in engagement from the LimeLife audience.

?Across all of the CPG campaigns BrandInHand have run, they track both click-through rates on the ads and post-click engagement,? said Emrah Kovacoglu, CEO of LimeLife, Santa Monica, CA. ?On both of those measures, LimeLife was their No. 1 performing property."

LimeLife, owned by Total Beauty Media, Inc., is a multi-platform digital media company targeting women between the ages of 25 and 44 featuring entertainment, community and shopping topics.

BrandInHand is a mobile media and marketing agency that works with clients such as Procter and Gamble, General Mills, Best Buy and American Express.

Inside the study
On LimeLife?s behalf, BrandInHand conducted the performance comparison over a 27-week period, ending on Dec. 31, 2010.

The two areas in which LimeLife claimed that it outshined its competitors were click-through rates, which averaged 43 percent higher on LimeLife, and pages views post-click, which were 37 percent higher than the other mobile sites.

To keep an even playing field, each campaign used the same Mobile Marketing Association standard mobile banner ad units, which were then clicked through to the advertisers? mobile sites.

The research shows that consumers are responding to mobile ad campaigns, but that not all sites are equal in delivering an engaged audience.

Users can share fashion finds with the LimeLife app

An inside look at the "My Snaps" feature of the app

Move to mobile
LimeLife?s focus on mobile represents its desire to satisfy its audience?s changing preferences?readers are no longer satisfied with having only one place to find content.

?Users are accessing and consuming content on many types of devices and those devices are increasingly more mobile,? Mr. Kovacoglu said.

Mobile is a key component of the company?s engagement strategy, and the mobile site has more than 2 million unique visitors. The site is powered by MobileIQ.

Total Beauty Media is focused on building a mobile version of TotalBeauty.com, which will launch this summer.

The company also has a product finder application for both the Apple and Android platforms that allows consumers to access user reviews and ratings when shopping in-store.

?Publishers understand that they need to be wherever the consumer wants and expects us to be in order to succeed,? Mr. Kovacoglu said.