Impact of Mobile Advertising
14th Nov 2011
We're always keeping an eye on the impact of different marketing methods and the explosion of mobile advertising and mobile commerce means we have an especially close eye on this one.
We've been doing mobile marketing for a while now, but we're very pleased to annouce that we have just released our first cross platform (iPhone, Android and PC) app and its one thats designed to deliver specific product messages and offers for Christmas though a fun game. Its free to download, but obviously not free to produce so measuring the ROI of the marketing is really critical.
So why should you be interested?
- 85% of mobile devices will be web enabled by next year.
- Mobile search has grown 4x in the past year.
- 1 in 3 mobile searches have local intent.
- 30% of restaurant searches are from mobile devices.
...and some more data.
The graph above shows the key data. We're looking at what someone does with the advertising, and we're showing either a click on the ad, a Visit to the web site, something else or did nothing.
The hot spot and the category with the highest conversion rate is the 18 to 29 age segment with 'High' online usage, delivering a 15% click through rate, and only 65% do nothing. The worse segment is the 50+ low usage group with an 89% ignore rate.
In reading the numbers its easy to understand why this is a growing segment. Of course these don't seperate out the level of investment, or the quality of delivering of the mobile ad, but in general it does show that an investment here can be a wise one.
Published by
Jason Burrows, Managing Director
jason@creationagency.com, 07764 898000
show all articles from Jason Burrows
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