Want to know the secret to getting potential customers to click through your digital ad? It may all come down to which device they are using. That's the finding of a new survey from MediaMind Technologies Inc., which discovered that consumers are much more likely to click through to your content on a mobile device than on a PC. And among mobile devices, the iPhone leads in terms of click-through rates (CTR).
The new mobile research shows that the iPhone leads the mobile advertising revolution, delivering higher CTR than mobile devices with other operating systems, MediaMind said.
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The company reviewed more than 230 million mobile impressions in the fourth quarter of 2010 and the first quarter of 2011 and discovered that devices based on Appleâs iOS operating system achieved twice the performance of phones based on Google’s Android operating system and five times the performance of BlackBerry phones. In addition, mobile ads achieved a CTR of 0.61 percent, while standard display banners for PCs recorded a CTR of 0.07 percent.
The survey also confirmed what might have been easy to guess: while PC browsing peaks during business hours between 9 a.m. and 5 p.m., mobile browsing soars during the evenings. Mobile click-through rates also reach their peak during the evening, but mobile devices still maintain a higher CTR than PCs at any time of the day.
“Mobile is proving to be one of the most financially rewarding formats in the media mix,” said Gal Trifon, president and CEO of MediaMind. “This is most likely the result of mobile ads being a new experience for many users, and that they occupy a larger portion of the screen as compared to browser ads.”
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