Report: Ads on apps perform twice as better as ads on the mobile Web

Ads on mobile apps perform two times better than those on the mobile web, according to a recent report from Medialets. The firm's Mobile and Tablet Advertising Benchmarks were derived from what the company describes as more than 300 billion data points that occurred between Jan. 1 and June 30, 2014, on its mobile and tablet ad serving platform.

  • 58 percent of consumers use apps vs. the mobile Web.
  • 50 percent more static ads are served to apps than on the mobile web.
  • Travel & Entertainment ads appeal to consumers so much that their average click-through rate (CTR) is 60 percent higher than ads for other verticals.
  • Ads on tablets and on apps attract higher CTR, of .59 percent and .56 percent, respectively.
  • View-through attribution increases conversion to app downloads by a whopping 162 percent. 

Medialets click-through rate

"Distribution of impressions is relatively similar between app & mobile web properties with a slightly higher slant to apps," the report says. "Static ads are highly effective for driving consumers to app downloads and for increasing landing page visits."

One of the interesting takeaways from these benchmarks is the relatively strong performance of something once deemed outmoded: the static banner ad. In the context of an app or mobile game, however, where there might be a lot of animation or things happening at once, static ads might have a better chance of standing out. Though the results are probably higher for the big publishers, the data on download conversion through mobile ads could have some developers rethinking where they invest marketing dollars to acquire new users. 

For more:
- download the report, click here

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