Lunchtime is Prime Engagement Time for Many Mobile Users
CAMBRIDGE, MA — May 2011 data released today by Jumptap, the leader in targeted mobile advertising, found that while the primary function of mobile ads has been to drive U.S. consumers to the Web, many campaigns are increasingly setting their sights elsewhere. The May Jumptap monthly data report, entitled MobileSTAT (Simple Targeting & Audience Trends), found that 34 percent of performance focused campaigns are set to initiate a call or download, rather than direct the user to a web site.
The report evaluated over 11 billion ad requests made to the Jumptap network by over 83 million unique users. The report also revealed that the peak time for mobile ad engagement occurs around midday, as opposed to the early am or late evening time slot. Conversely, click through rates are at their lowest during the morning commute and first hours of the workday.
“Mobile, like PC web-based advertising, is very measureable. 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,” said Paran Johar, Chief Marketing Officer, Jumptap. “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 Web site, which is redefining consumer engagement.”
The report showed that 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 percent from the previous month to 42.4 percent, while Apple’s iOS gained less than a percent to 30.3 percent. As Android and iOS make gains, RIM continued its downward trend and dropped almost 4 percent in one month to 20.9 percent.
While ad requests are handily dominated by Android devices at a growing rate, iOS leads in user engagement with the highest average click through rates of all the mobile operating systems. These distinctions are important to note as advertisers and developers weigh the importance of reach and engagement and showcase how a cross platform strategy is absolutely 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.
To download a full copy of the Jumptap MobileSTAT report, visit jumptap.com/STAT
Reporting Methodology
The results of the Jumptap MobileSTAT report are derived from large quantities of network data to identify targeting and audience trends. Jumptap uses proprietary algorithms to analyze and normalize this data. In some cases, when sufficient conditions are met, subsets of data may have been used as proxies to represent the overall network.
About Jumptap
Jumptap is the leader in targeted mobile advertising. With an unmatched portfolio of technology patents, Jumptap’s data-driven solutions deliver the highest ROI for advertisers, and the best yield for publishers, across multiple platforms. The company partners with digital and media agencies, publishers, wireless carriers and brand advertisers, to deliver an array of mobile advertising solutions. For more information, visit www.jumptap.com or follow us on twitter.com/jumptap.
