Posts tagged Mobile Advertising

Research from MillennialMedia mirrors many existing trends. For example, the Apple iPhone leads in mobile advertising take up or click through and similar smart devices follow.

But information on engagement paints a different, richer picture for the future of mobile advertising:

Key engagement points:

On 4 out of 5 activities, smartphones ranked anywhere from 4% to 9% higher than computers on engagement satisfaction (per Insight Express).

Browsing the internet on a computer ranked 2% higher than on a smartphone.

Summer trends continued as advertisers leveraged targeting methods with the broadest reach. Run of Network grew 18% and R.O.N., Channel, and Custom Subnet represented 82% of the campaign targeting mix.

Established mobile advertisers dominated the landscape this month, as Traffic to Site represented 57% of campaign destinations actions.

Average session time dropped from 5 min 10 secs to 4 min 59 secs; average monthly page views increased to 111.

54% of campaigns utilized frequency capping.

What is interesting?

The above is very interesting as it shows that summer marketing, or the frequency of holiday travel and movement out of the home and office, was reflected in mobile use. But more interesting was that the average session time dropped –but the monthly page views increased.

This is extremely important as it shows that people are getting familiar with where to find or locate the data they need. The search is replaced by an action called location or even results. The use of discovery on an iPhone or smartphone is proving to replicate that of the Internet (where adverts are clicked for discovery) but every other click is for answers.

Another highlight is the findings on Cost Per Engaged User.

CPEU is when the adverts are displayed for free. But the engagement with the advert is measured and billed. So, instead of CPC (cost per click) or CPM (cost per thousand) the advertiser only pays depending on the interaction the user has with the advert.

This is a cheaper way of jumping on the mobile advertising bandwagon for brands and agencies. But it is a critical way of improving the overall uptake of mobile advertising. But what is vital to see in this engagement chart is that for MillenialMedia – it has proved a vital success as a new business model.

For example, the stats show that the iPhone and the Blackberry are vital for mobile advertising. The stats also show that user engagement from Smartdevices is high. On top of that the number of image adverts as compared to search or text adverts are clicked considerably more. Not forgetting the fact that rich media adverts are increasing in popularity and audience interaction with an advert is becoming a given rather than just a “nice to have”.

MillenialMedia, a very early adopter in the mobile ad space has seen this opportunity and on its own platform the engagement is the key to driving the business model and success. Of course, all brands and agencies want proof that their advert was seen and read and enjoyed and CPEU not only shows this it gives brands “real results” and confidence.

Confidence is the killer here. When you set up a Pay Per Click Campaign, numbers are returned. When you set up a CPM campaign you know you might be saving a bit of money and your brand can get a lot of eyeballs… but what is more important?

For many it is engagement. Engagement is vital and CPEU is a no entry price start into mobile advertising with very high potential returns – if the advert is in rich media or on a smart device.