Does Mobile Advertising Deliver High Click-Rates & Conversion?

Mike Baker, CEO of Enpocket, is a convert and has the stats to prove it. In a guest column (via iMedia Connection), Baker reveals that mobile campaign click-through rates (CTRs) average 2-6 percent. “But we’re also seeing a repeatable trend of much higher rates for certain campaigns. For example, one large import auto manufacturer’s program, currently running on the Sprint Mobile Media Network, is getting CTRs in the 8 percent range.”

Why the high response rates? Because the brands and the mobile companies have begun to understand mobile advertising on mobile isn’t about text or graphics; it’s about delivering users a call to action (albeit through banners). Viral “send to a friend” features and location-aware apps and services are also a boost. Baker wraps up his piece with a worthwhile check-list for companies gearing up to engage in mobile advertising. Must-have campaign features that will likely encourage and engage users (what mobile ads have to do to be effective) include: click to call, click for a coupon, click to subscribe, click to locate, click to win and click to download. Put another way, (and borrowing from Marshall McLuhan) the message and the medium must match. As mobile isn’t a sit-back medium, mobile advertising campaigns should be active and not passive.

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