May MobileSTAT Report Reveals Screen Size Not A Reliable Predictor of Click Through
In its newly released May MobileSTAT, Jumptap, the leader in targeted mobile advertising, revealed that screen size doesn’t always matter when it comes to mobile ad performance. Data from the Jumptap network of over 107 million monthly visitors showed that the Amazon Kindle Fire, which measures seven inches in length, had a 1.02% click-through rate (CTR) while the slightly larger, 9.7 inch iPad had a 0.9% click-through rate. While tablets tend to have higher CTRs than smartphones, screen size isn’t always a predictor. For example, the Samsung Galaxy Tab (0.53%), Note (0.58%), and Galaxy S (0.53%) all had comparable CTRs despite having three very different screen sizes, ranging from 10.1 inches to 3.5 inches.
“What makes the mobile market thrive are the various features, functionalities and form factors of each device,” said Paran Johar, Chief Marketing Officer, Jumptap. “In order to capitalize on that notion and increase campaign CTR, advertisers should build creative that reflects the unique aspects of each device, in accordance with the Mobile Marketing Association and Interactive Advertising Bureau guidelines.”
Additional May MobileSTAT Findings:
- Fast Food Weekends: Consumer interest in fast food ads peaks on the weekends, based on analysis of mobile ad campaigns run on the Jumptap network by companies in the QSR (Quick Service Restaurant) industry. QSR ads see CTRs that are 9.9% higher than average on Saturdays and 5.9% higher than average on Sundays. The same ads garner their lowest CTR on Tuesday, which came in 5.7% lower than the average. QSR advertisers looking to maximize CTR should heavy-up on fast food ads throughout the weekend.
- Younger Folks Fans of iPads, Boomers Play with Fire: Data from comScore and Jumptap show that ownership of tablets and purchasing on tablets is heaviest among older Millennials – those 25-34 years-old. Millennials as a whole – ages 18-34 – are most likely to use an iPad while Baby Boomers are the heaviest users of the Kindle Fire. Mobile media planner should focus on Amazon’s flagship tablet when looking to target Baby Boomers.
- Kentucky Derby Fans Go Mobile: On Kentucky Derby day, mobile trafﬁc around Louisville, KY grew steadily as the day progressed, then spiked in the evening shortly after the race. At the time of the race itself (6:24 PM), there was a brief dip in local trafﬁc, most likely due to fans looking up from their devices to watch the action. This pattern may serve as an example for advertisers planning campaigns around live events: expect a surge in traffic directly following the event itself.
MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising through Jumptap’s network of over 20 billion impressions, 107 million U.S. users and 25,000 apps and websites. MobileSTAT contains analysis of dozens of terabytes of log data, powered by the scalable, efﬁcient Jumptap technology. To download the full Jumptap MobileSTAT, click here.
The Jumptap MobileSTAT reports mine large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufﬁcient conditions are met, subsets of data may have been used as proxies to represent the overall network.
About Jumptap Jumptap is the leader in targeted mobile advertising. Reaching 107 million mobile users in the U.S. and 156 million mobile users worldwide, Jumptap uses its extensive technology portfolio, as well as industry-first partnerships with third- party data providers, to understand mobile audiences better than any other ad network and provide intelligent targeting with scale. Through its large network of premium publishers and apps, and constant campaign optimization, Jumptap delivers the best ROI for advertisers and highest yield for publishers and developers. Jumptap has pioneered mobile advertising privacy standards and is committed to unlocking mobile opportunities for all parties through its ongoing industry research, such as its Understanding Mobile Audience series and monthly MobileSTAT report. Visit http://www.jumptap.com and http://www.jumptap.com/blog for more information; join our Facebook community, follow us on Twitter at @Jumptap and check out our latest ads at the Jumptap Ad Gallery http://www.jumptap.com/gallery.