Mobile Display Ads Boast Better Click-through, Conversion Rates

Mobile display ads, such as banner units, were found to have both better click-through rates and conversion rates than traditional web ads, particularly in the auto industry, according to a recent study conducted by MediaMind.

@ RHINO.ca, we have found the same results with mobile campaigns that we have executed for our clients targeting US consumers.

Click-through rates and conversion rates on mobile formats were double the rates on traditional web slots, increasing from 0.1 percent to 0.21 percent and 0.22 percent to 0.44 percent, respectively. Only floating ads on traditional formats had higher click-through and conversion rates than mobile display units.

“The effectiveness of mobile ads show that the small mobile screen can deliver results for advertisers,” said Gal Trifon, CEO and co-founder at MediaMind. “This presents an opportunity for the automotive industry to shift to more targeted and efficient digital media.”

The most effective types of banner units were found to be ones that used rich-media formats, such as flash.

According to comScore, the banner ad industry has witnessed a “strong resurgence,” with the number of impressions up 15 percent compared to 2009 in the same period. Flash and rich media ads account for more than 40 percent of total display unit views.