8/16/13
Mobile device users are more likely to click on ads delivered in apps (0.58% click-through rate) rather than via mobile Web (0.34%), according to Opera Mediaworks. Ads containing rich media (such as video and sophisticated interactive features) have a much higher click-through rate than standard banner ads-1.53% in-app and 1.12% mobile Web, vs. 0.39% in-app and 0.32% mobile Web, respectively.
Click-through rates also vary significantly by product category. Ads for travel (2.61%), entertainment (1.97%), mobile content (1.59%), and automotive (1.07%) garner the most responses.
SOURCE: “The State of Mobile Advertising,” Q1 2013, Opera Mediaworks, Falguni Bhuta, 187 S. Grant St. #750, San Mateo, CA 94402; 650-625-1262, x1001; falgunib@opera.com; www.opera.com.
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