Want Your Mobile Ad to Perform? It Needs to be Rich, Native and Social9/05/2013 8:23 AM Eastern
Rich media specialist Celtra works with brands including Cadbury, Paramount Pictures, Peugeot and more. It has also worked its charm on Facebook to earn the rank of preferred marketing developer.
The company’s Q2 mobile rich media report finds that the mobile display advertising market is being dominated by native ads – such as Twitter’s sponsored tweets – and social rich media ads – engaging forms, such as video or photos, that redirect users to social media accounts.
Data shows that the click-through rate on native ads is four times higher than static mobile banners and a 12-times higher than desktop banners.
Meanwhile, the engagement rate spikes 39.1 per cent and 55.2 per cent for native ads and social rich media respectively.
Matevz Klanjsek, co-founder and chief product officer, Celtra, said: “It’s quite amazing to see how far mobile display advertising has come in such a short period of time. Witnessing this speedy evolution from simple click-to-site banners to today’s super engaging native ads is simply startling.
“The most advanced ad formats, such as Social Rich Media, are clearly demonstrating mobile display ads’ huge and still largely untapped potential for successful and effective brand advertising.”
Check out the infographic below.