When comparing similar ads from the same company on both mobile and browser, MediaMind found a big difference in the CTR. After looking at more than 230 million impressions, they found that the mobile Click Through Rate came in at 0.61%, while the
Standard Banners recorded a CTR of 0.07%.
In the past, experts have dismissed these kinds of claims, saying that a lot of ads are being clicked on by accident, but MediaMind says not true. Their stance is that mobile is simply experiencing the same kind of “new and fascinating” curve that banner ads had when they first asked people to punch the monkey.
Positioning also plays a big part in the high CTR. Says MediaMind:
Mobile banners aren’t just on top of the innovation curve, but also occupy a bigger portion of the screen relative to browser based banners. In many cases, there is only one banner on the page. Furthermore, people tend to browse with their phone closer to their eyes, unlike the screen of a laptop or a desktop.
Simple, but so true. In addition, they found that iPhones had the highest click-through rates, Blackberry the lowest.
All the Time in the World
When comparing results based on the time of day, MediaMind found mobile and browser to be nearly opposite. Banner ads traditionally offer up the most return between 9:00 am and 5:00 pm, when most folks are using their office computers to browse the web. Mobile peaks between 7:00 pm and 9:00 pm, which leans toward that concept that many people are using their mobile phones at home.
The one downside to all of this is that mobile advertising is more expensive than browser advertising, so a higher click rate may not mean a more profitable return on investment. That’s why they recommend a cross-channel mix, running browser-based banners during the day, and mobile ads at night. In theory, that should give you all the oomph you need to get the best return on your advertising dollars.