Medialets, a leading provider of rich media mobile advertising, today published its latest “Data Spotlight” report which covers impressive benchmark data on the performance of its rich media in-app ads over the first two months of 2011.
The idea was to get a better understanding of how mobile rich media ads typically perform, with data stemming from more than 1200 creatives trafficked over the last two months. The findings are interesting to say the least, and show the power of rich media in the mobile space, especially with in-app placement. The data Medialets used to track the overall performance of its ads included engagement rate — which measures whether or not a rich media creative inspired a consumer to interact with the brand — as well as Click-Through Rate (CTR) and other performance indicators like Expand Rate, Time On Screen, Actions and an unlimited set of Custom Events for mobile rich media.
So what were the findings? Here’s some highlights from the report:
- Medialets rich media ads regularly deliver double-digit Engagement Rates, with Medialets Interstitials averaging 10% and Medialets Expandables averaging 17%, post-expansion.
- Even Click-Through Rate, an important metric that is perhaps too often used to gauge the success of a campaign, reaches an average above 2%.
- Full-Screen iPad Interstitials perform above average, with an average Engagement Rate of 10% and CTR close to 5%.
- Automotive, the vertical that represented the biggest ad spend in its Q4 2010 Data Spotlight, is the highest performing vertical to date in 2011, with an average Engagement Rate of 18%.
You can download the entire report here for much more data and information.
