Celtra, a specialist in rich media mobile advertising and analytics for mobile devices, revealed in its quarterly Mobile Rich Media Monitor infographic, ways and means for marketers to enhance ad performance by planning effective mobile campaigns.
Location-based rich media mobile advertisement campaigns are found to be more effective than branding and presentation. This is followed by gaming features, which also have a high engagement rate.
Video continues to be a popular feature and it was used in nearly half of all the mobile advertising campaigns that were analyzed for the Celtra quarterly Mobile Rich Media Monitor Report.
Matevz Klanjsek, co-founder and CPO of Celtra, said, “Rich media mobile advertising is maturing quickly and its position within the marketing funnel is becoming clearer and more established -- especially as engagement rates continue to grow.”
“Mobile rich media advertising is emerging as a powerful and extremely effective asset in the mid-funnel, successfully driving purchase consideration and intent. Gaming, location-based and social media features in the mobile ads engage consumers in a meaningful way, providing an essential and often missing link between typically overcrowded upper and lower funnels,” Klanjsek added.
According to officials, the Celtra Q3 Mobile Rich Media Monitor Report used data collected from 170 handset and tablet campaigns. The report is expected to offer a baseline for ad performance for marketers by highlighting the average time spent on an ad unit by a consumer.
The report also revealed that iOS was more popular than the Android (News - Alert) platform to launch ad campaigns by advertisers. Celtra’s HTML5 ad formats and features with optimized functionality can be used with various mobile platforms and devices to enhance user experience, added officials.
Recently, Celtra launched its self-service store locator feature, a new mobile ad product. Mobile rich media advertising suits mid-funnel marketing activities and finding a nearby store is one of its most popular and effective features. Data shows that more than 16 percent of users search for a local store within the ad. Celtra’s new store locator with automated location geocoding allows advertisers to quickly and easily employ this powerful tool and effectively drive foot traffic to brick-and-mortar stores
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Edited by Brooke Neuman