Jumptap Sees Greater Mobile Ad Engagement

May 2011 data released today by mobile ad firm Jumptap reveals that while the primary function of mobile ads has traditionally been to drive US consumers to the web, many campaigns are increasingly setting their sights elsewhere.

The report, entitled MobileSTAT (Simple Targeting & Audience Trends), found that 34 per cent of performance-focused campaigns are set to initiate a call or download, rather than direct the user to a website.

The report evaluated over 11bn ad requests made to the Jumptap network by over 83m unique users. The stats also reveal that the peak time for mobile ad engagement occurs around midday. Conversely, clickthrough rates are at their lowest during the morning commute and the first hours of the workday. 

“Mobile, like PC web-based advertising, is very measureable,” says Jumptap chief marketing officer, Paran Johar. “As such, many brands and app developers are measuring their ROI very closely and allowing consumers to respond to ads in varying ways including click to call, click to map, click to download or click to SMS. Jumptap’s latest MobileSTAT report showcases that an increasing number of campaigns are now creating consumer actions, rather than just simply sending them to a mobile website, which is redefining  consumer engagement.” 

Android continues to drive the largest share of ad requests on the Jumptap network. Google’s mobile platform increased its share by more than 3 per cent from the previous month to 42.4 per cent, while Apple’s iOS gained less than 1 per cent to 30.3 per cent. As Android and iOS make gains, RIM continued its downward trend and dropped almost 4 per cent in one month to 20.9 per cent.

While ad requests are dominated by Android devices at a growing rate, iOS leads in user engagement, with the highest average clickthrough rates of all the mobile operating systems. These distinctions are important to note, says Jumptap, as advertisers and developers weigh the importance of reach and engagement and showcase how a cross-platform strategy is critical in any mobile campaign.

MobileSTAT (Simple Targeting & Audience Trends) is a monthly glance into targeting and audience trends in mobile advertising. Jumptap takes a unique data driven approach to mobile advertising, enabling it to cultivate the insights contained in the report. MobileSTAT contains analysis of hundreds of gigabytes of log data, powered by the scalable, efficient and lightning-fast Jumptap technology. Jumptap strives to make mobile advertising smart and simple, and MobileSTAT was designed to benefit the entire mobile ecosystem.

You can download a full copy of the Jumptap MobileSTAT report here.