[emediawire] A detailed analysis of traffic to more than 100 mobile advertising sites found that consumers view just over 3 pages per visit for best-in-class campaigns while the average across all campaigns analysed was only 1.53 pages. Amethon's latest Mobile Internet Insight Report also found that only 33% of consumers ventured beyond the first page of mobile campaign sites. This indicates that despite a reputation for high Click-Through-Rates, mobile advertising campaigns may need more compelling content within the microsite to engage consumers more effectively.
The report categorised mobile campaign sites by industry and found that Movie related campaigns achieved the highest engagement levels with an average of 1.65 pages viewed per visit and accounted for 21% share of overall audience. Alcohol campaigns achieved a similar share of audience but suffered from poor engagement, with users often not navigating beyond the age verification page.
Mobile Services (portal and directory) campaigns were the most common campaign type (22% of all campaigns), however had a relatively low audience share and below-average engagement in terms of page views per visit (1.35).
Surprisingly, the use of content downloads such as branded wallpapers or videos in the microsite did not significantly improve engagement.
"Mobile Advertising is enjoying a reputation for exceptionally high click through rates compared to its web counterpart, but until now not much has been known about what happens 'after the click through' from a banner ad or SMS," said James Cleary, CTO of Amethon. "We believe that in order to leverage the potential of mobile advertising, brands and their providers can gain much from understanding behaviour once a consumer lands on the microsite. This helps them focus on tangible campaign goals like competitions entry, content download and viewing key pages, rather than only click-throughs."
Amethon provides its Mobile Analytics solution to mobile content publishers, marketing agencies and mobile operators in Australia, India, the Middle East, North America and Europe. Advertisers and mobile marketing agencies use Mobile Analytics to analyse campaign site and media buy performance in real-time in order to maximise return on their mobile advertising investment.
"The key differences between Mobile Analytics and traditional web analytics solutions include optimised measurement of mobile web activity, ability to track inbound campaign sources such as SMS and banner ads, and measure key conversion events such as a ringtone or video downloads," concluded James Cleary.
For mobile operators and wireless carriers, Mobile Analytics uniquely provides comprehensive web analytics reporting for both portal and off-deck mobile web browsing.
Mobile Advertising May Have a High Click Through Rate but Brands Should Focus on the Quality of Engagement, According to Amethon Report
see also Amethon's Mobile Internet Insights
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