Analytics on Mobile

Because mobile advertising is a relatively new area, there’s very little data in the market on typical click-through rates.  Without benchmark data, you’ve got no idea whether your campaigns are successful compared to the industry average.  Based on the experience of our Bango mobile analytics customers, here’s what you can expect:
For banner and text ads

• Click-through rates of 2-8%
• Conversion rate of 2-5%
• Conversion rates increase to 12% on some networks

When the offer is closely aligned to the needs of a particular consumer profile, click-through and conversion rates increase, often doubling.

Results from mobile marketing campaigns can often be surprising, as AdEye, a mobile marketing company, found out. 

AdEye ran billboard ads for Sony Ericsson in Denmark in early 2008 and metrics from this campaign showed that 47% of responses came from the number three mobile operator in Denmark, Telia, while just 29% came from the largest operator, TDC. AdEye uses Bluetooth technology to target ads at consumers and an impressive 32.9% of the users that made a Bluetooth request went to the WAP campaign site.

By looking at the Bango mobile analytics data, Tapatap – a mobile social game site – calculated mobile ad conversion rates and acquisition costs per member. The impressive conversion rates have confirmed Tapatap’s strategy of focusing their marketing on mobile.

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