Jumptap MobileSTAT Report: Rich Media Gooses ROI

CAMBRIDGE, Mass.--(BUSINESS WIRE)--Jumptap, the leader in targeted mobile advertising, released its MobileSTAT Report covering network data for the month of September which revealed, among other things, that rich media ad units provide significant lift in click-through rates.

“With ad units that facilitate user interaction including video and audio, rich media offers higher performance levels and greater measurement. These units, paired with Jumptap’s superior targeting capabilities, result in higher CTR and create powerful brand impact.”

In an experiment, Jumptap reviewed more than 300 million campaign impressions, across several major Fortune 1000 advertisers that ran both rich and standard media with similar creative and messaging. The results were striking; campaigns run with rich media ad units showed prominent lift over those with standard media.

One major retailer saw a 337 percent lift in CTR over their standard mobile banner campaign.
A popular luxury auto manufacturer saw a 357 percent lift in CTR.
An advertiser for a new theatrical release picked-up a 340 percent lift in CTR.
A quick service restaurant acquired a 455 percent lift in CTR.
A major athletics manufacturer saw lift of 214 percent in CTR.
A consumer electronics company experienced a lift of 362 percent in CTR.

“The demand for relevant, dynamic content is growing. Advertisers want targeting combined with ad units that engage consumers and promote brand awareness,” said Paran Johar, CMO, Jumptap. “With ad units that facilitate user interaction including video and audio, rich media offers higher performance levels and greater measurement. These units, paired with Jumptap’s superior targeting capabilities, result in higher CTR and create powerful brand impact.”

Rich media allows advertisers to effectively reach consumers and inspire interaction with their brand. The increase in smartphone and tablet adoption has boosted rich media in mobile advertising to successfully engage audiences.

In addition to tablet traffic, the MobileSTAT Report covered network click-through rates, App vs. Mobile Web market share, mobile marketing and demographic trends, and top mobile advertising verticals.

Mobile STAT smartphone findings:

Android maintained a dominant 47 percent of the smartphone market, unchanged from its share in August. Apple and RIM also held steady at 23 percent and 21 percent market share respectively.
The data showed a 50/50 split between mobile web and app traffic. However, the platform usage within each environment was different. Android remained the leader in app traffic followed by iOS and RIM; but in the mobile web, feature phones prevailed, followed by smartphones. We anticipate a decrease in feature phone share by year end as subscriber migration to smartphones continues, accelerating during the holiday season.
Location-based targeting was cited as the most popular method used by advertisers to reach consumers on the Jumptap network.
Retail, Automotive, and Entertainment were the largest verticals on the Jumptap network for September. For direct response performance, Government, Entertainment and Automotive showed the best CTRs for the month.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly view into targeting and audience trends in mobile advertising. Jumptap takes a unique data driven approach to mobile advertising, enabling it to cultivate the insights contained in the report. MobileSTAT contains analysis of hundreds of gigabytes of log data, powered by the scalable, efficient and lightning-fast Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem. To download a full copy of the Jumptap MobileSTAT report, visit jumptap.com/STAT.

Reporting Methodology

The results of the Jumptap MobileSTAT report are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.

About Jumptap

Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit www.jumptap.com or follow us on twitter.com/jumptap.

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