These Secrets Will Improve Your Mobile Ads’ Click-Through Rates

Aug 7th, 2013 | By | Category: Ad Operations

Jumptap teamed up with Dynamic Logic and Celtra analyzed thousands of mobile ads to determine what small details make a mobile campaigns work, and what makes them flop.

Everything from the number of words an advertiser uses to how many colors are featured in the ad directly correlate with click-through rates.

For example, having a person in a consumer-tech related ad increases CTR by 72%.

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The fewer colors you have in an ad, the better. Try to keep it to less than three.

The fewer colors you have in an ad, the better. Try to keep it to less than three.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

The image to the left, for example, is what you SHOULDN’T do.

The image to the left, for example, is what you SHOULDN'T do.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Jumptap determined that being excessively wordy is also a turnoff. Ads with four words or less get 28% more clicks on average. It’s even more pronounced in the tech industry:

Jumptap determined that being excessively wordy is also a turnoff. Ads with four words or less get 28% more clicks on average. It's even more pronounced in the tech industry:

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Here’s what works, and what doesn’t.

Here's what works, and what doesn't.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

For most industries, Jumptap found that “ads with a call to action performed about the same as ads without. This goes against everything we’ve ever learned.” Ads with weak calls to action performed worse. The exception: ads for the entertainment industry.

For most industries, Jumptap found that "ads with a call to action  performed about the same as ads without. This  goes against everything we’ve ever learned." Ads with weak calls to action performed worse. The exception: ads for the entertainment industry.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Here’s an example in which the call to action is buying a ticket.

Here's an example in which the call to action is buying a ticket.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

On average, an ad with an image of a person gets 20% more clicks than an ad without. Those numbers are higher in the tech industry.

On average, an ad with an image of a person gets 20% more clicks than an ad without. Those numbers are higher in the tech industry.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Show how the product makes people happy.

Show how the product makes people happy.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

It’s also a good idea to invest in rich media.

It's also a good idea to invest in rich media.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Videos also up engagement, and it isn’t just for movie trailers.

Videos also up engagement, and it isn't just for movie trailers.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

You also know when to reach the right audience. Restaurant ads do better over the weekend. Tourists click on more ads around 10 a.m.

You also know when to reach the right audience. Restaurant ads do better over the weekend. Tourists click on more ads around 10 a.m.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

Conversion rates also depend on how mobile ads target their audience.

Conversion rates also depend on how mobile ads target their audience.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

It doesn’t make a lot of sense to put a Lexus ad in front of a guy who can never afford to buy it.

It doesn't make a lot of sense to put a Lexus ad in front of a guy who can never afford to buy it.

Jumptap/Dynamic Logic Ad Creative Study, Q1 2013

[source: Businessinsider.com; by Laura Stampler]

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