Mobile ad network Jumptap has reported massive bounces in click-through rates when brands adopt rich media ad units instead of standard media.
Reporting the results of an 'experiment', the company says that several major Furtune 1,000 advertisers ran both standard and rich media with similar creative and messaging.
The highest results for for an undisclosed fast food brand, which saw a 455 per cent lift in CTR, while a luxury automotove brand reported a lift of 357 per cent.
"The demand for relevant, dynamic content is growing," says Paran Johar, CMO at Jumptap. "Advertisers want targeting combined with ad units that engage consumers and promote brand awareness. With ad units that facilitate user interaction including video and audio, rich media offers higher performance levels and greater measurement. These units, paired with Jumptap's superior targeting capabilities, result in higher CTR and create powerful brand impact."
The findings form part of the company's monthly MobileSTAT Report for September, which also reports an unchanged top three for the OS wars, in terms of ad impressions. Android maintained its 47 per cent share from August, while Apple and RIM also held steady at 23 per cent and 21 per cent.
To download a full copy of the report, head to the Jumptap MobileSTAT page.