Here’s a recent study meant to compare CTRs for mobile ads across competing mobile operating systems.
This is interesting beyond comparing operating systems. It shows an average CTR of .52% which is much better than the average .05% we generally attribute to online ads.
There are several theories on why the rate is so much better on mobile ads. One reasonable theory is that mobile searches are very specific to what the consumer is doing at that moment. They have a flat tire and need a repair service. They’re hungry and need a nearby restaurant. They’re shopping and looking for a store. They’re in a store and need more information about a product. So, they’re more likely to click on a relevant ad, especially one that is sensitive to their physical location.
That’s why it makes a lot of sense to help your local retailers design, build and host mobile ad campaigns and landing pages. They’re busy running a store and don’t have the knowledge or time to do it themselves.
Helping them fill this void with your brand friendly message is a win/win. And, the best way to help is by adding mobile ads and mobile landing pages to your ad builder system. The good new is that the technology is here to make that happen.
The sooner you do it the better, as you don’t want a big marketing void to go to waste.