CAMBRIDGE, Mass, September 27, 2012 - Celtra Inc, the industry leader for rich media advertising and analytics across mobile devices, has today unveiled a new infographic that highlights front-line advertising industry trends from the company's first quarterly Mobile Rich Media Monitor Report. The data behind the infographic indicates that a well designed rich media experience that uses a store locator, games or social media has a direct and positive impact on consumer engagement and return on investment. In fact, rich media mobile advertisements drive double-digit engagement rates (12.8 percent on average) across all devices types, platforms and ad placements.
Celtra's quarterly Mobile Rich Media Monitor Report provides marketers and publishers with a baseline for ad performance, that helps them pinpoint the impact that mobile rich media has on recent advertising campaigns. This quarterly report reflects engagement data from nearly 60 handset and tablet campaigns that span across the automotive, entertainment, finance and retail industries.
Celtra's infographic hones in on several key metrics including engagement rate, expand rate and click-through rate. The data also provides an in-depth look at ad feature performance for mobile rich media campaigns.
Among ad formats, more than 2/3 (67 percent) were expandable banners, making it the most popular ad format. The remaining 1/3 of the ads were split between interstitials (21 percent) and animated banners (12 percent)
Interestingly, there were more iOS (55 percent) ads than Android (45 percent) but Android adoption continues to rise and Celtra expects that these numbers will shift in the coming months.
Engagement rates for mobile rich media ads average in the double-digits (12.8 percent) with video and gaming experiences being the most engaging.
Gaming experiences are highly effective for entertainment with (16.6 percent) of users responding to a gaming element.
Users are engaging with social media through mobile ads and sharing branded content. (8.7 percent) share on Facebook and (12.6 percent) Tweet. In addition, brands are increasingly integrating newer social media services such as Instagram, foursquare and Pinterest.
Direct response features are present in most ads. A click to an external service, such as app store, or website is almost always included in an ad.
"Creativity has always been at the heart of great advertising -- and designing the right experience with the right message for the right audience is a key to success," said Matevz Klanjsek, co-founder and chief product officer at Celtra. "Rich media mobile advertising is changing the way brands communicate with consumers by engaging them with meaningful, useful and often intimate experiences instead of simply bombarding them with commercial messages. From the start, Celtra's AdCreator platform has made it easy for marketers to push the creative boundaries and craft beautiful and effective experiences while seamlessly reaching targeted audiences."
Celtra works with 8 out of the top 10 media agencies as well as the top 25 global ad networks, 35 premium publishers and 10 mobile exchanges, DSP Platforms and ad servers.