iPhone Leads Mobile Ad Results, MediaMind
NEW YORK — The iPhone is currently
leading the mobile marketing industry,
delivering higher click-through rates
than devices with other operating systems, according to a new study released
by MediaMind Technologies Inc.
Devices based on Apple’s iOS operating system achieved twice the performance of phones based on Google’s
Android operating system and five
times the performance of Blackberry
phones, according to the “Tiny Screen,
Huge Results” study. In addition, mobile ads achieved a click-through rate
of 0.61 percent, while standard display
banners for PCs recorded a click-through rate of just 0.07 percent.
“Mobile is proving to be one of the
most financially rewarding formats in
the media mix,” said Gal Trifon, president and CEO of MediaMind. “This is
most likely the result of mobile ads being
small subset of mobile medical apps
that do or could impact the performance of currently regulated devices
as those mobile apps that are used as
an accessory to medical devices already regulated by the FDA or those
that transform a mobile communications device into a regulated medical
device by using attachments, sensors
or other devices.
Examples include a mobile app
that allows a health care professional
to make a specific diagnosis by viewing a medical image from a picture
archiving and communication system on a smartphone, or an application that turns a smartphone into an
ECG machine to detect abnormal
heart rhythm, the FDA said.
The public has until mid-Oc-tober to comment on the agency’s
a new experience for many users, and
that they occupy a larger portion of the
screen as compared to browser ads.”
The study also found that most verti-
cals achieved a high click-through rate,
with entertainment, retail and financial
services standing out as the highest-
performing industry verticals on mobile,
while apparel and government had the
lowest, according to MediaMind’s report.
MediaMind reviewed about 230 million mobile impressions from the fourth
quarter of 2010 through the first quarter
of this year. Other notable results of the
❯ PC browsing peaks during business
hours, between 9 a.m. and 5 p.m.,
while mobile browsing soars during
❯ Mobile click-through rates reach
their peak during evening hours
as well, but still maintain a higher
click-through rate than PCs at any
time of the day.
Innovative marketing through
direct response television.
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