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Click-through rates significantly higher for rich media campaigns: Jumptap

Mobile advertising campaigns run with rich media ad units show a significant performance lift over those with standard media, according to a new report from Jumptap.

The latest Jumptap MobileSTAT Report compared advertisers? use of standard mobile ads units such as banner ads with rich media ad units and found click-through rates are significantly higher for the latter. In one example, a major retailer saw a 337 percent lift in click-through rates with rich media ad units compared with its standard mobile banner campaign.

?Rich media provides real lift in CTR,? said Paran Johar, CMO of Jumptap, Cambridge, MA.

?When compared to static banners, rich media offers a dynamic way to engage with consumers and promote brand awareness,? he said.

?The rising smartphone adoption and the sudden prevalence of tablets are increasing the ability of brand advertisers to reach consumers with extremely effective rich media advertising.?

iOS is CTR leader
Jumptap reviewed over 300 million campaign impressions across several major advertisers that ran both rich and standard media with similar creative and messaging. The research focused on campaigns that ran across the Jumptap network in Sept.

Growing penetration of smartphones and the quick growth of tablets is enhancing marketers? ability to reach consumers with rich media campaigns, which can facilitate user interaction and brand engagement via video and audio.

In addition to the 337 increase in click-through rates seen by a major retailer, Jumptap found that many other advertisers experienced a similar lift in click through rates when using rich media. These include the 357 percent jump seen by a popular luxury auto manufacturer, the 340 percent lift experienced by an advertiser for a new theatrical release, the 455 percent increase for a quick service restaurant and the 214 percent upswing seen by an athletics manufacturer.

Other results include click-through rates by operating system. Apple?s iOS is the click-through leader with a 0.62 percent click-through rate while BlackBerry comes in second with a 0.49 percent click-through rate followed by Android with a 0.42 percent rate.

Android had a leading 47 percent share of users on the Jumptap network in September, unchanged from August. Apple?s share was 23 percent and RIM?s was 21 percent.

By demographics, the highest click-through rates are for consumers between the ages of 45 and 74 years old.

Click-through rates also tend to be higher for consumers with household incomes over $50K and for men.

?Rich media allows advertisers to effectively reach consumers and inspire interaction with their brand,? Mr. Johar said. ?Whether through streaming content, video, audio or in-ad games, rich media goes beyond static displays to keep mobile users engaged.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York