Saw this chart on Blyk . Now while there is definitely some puff and bias, namely it reflects early adoption interest inevitably response rates will fall, it does at least raise the bar in terms of expected ROI from an advertising campaign. Its success is based on customer segmentation and an implicit agreement that for a free service, mobile , the customer receives 8 ads a day.
Looking a little deeper I discovered from Nielsen ”Half (51% or 28 million) of all data users who recall seeing mobile advertising in the previous 30 days say they responded to a mobile ad in some way…. 26% of those who saw an ad responded at least once by sending an SMS text-message, the most popular ad response. 9% say they’ve used click-to-call to respond to a mobile ad, where users follow a link on their phone to call a specific number”
Not quite sure how the figures tot up in terms of response rates. I also suspect that US mobile users are less um discerning than Europeans when it comes to mobile advertising but it does seem to imply with accurate segmentation and relevancy mobile advertising might have some
M:Metrics “estimate that among mobile phone users, 36 per cent of 18 to 34 year old men accessed mobile media in February.
Men in this age group are also highly receptive to SMS advertising, with 9 per cent responding to an SMS advert they received, versus a 4 per cent market average. And the Brits are even more susceptible, with one third of all UK mobile media users admitting they are tempted to buy products they’ve seen advertised, versus 28 per cent of internet users. ”
So basically it is young techno savvy males who click on adverts…
An article in Imedia by Sandeep Krishnamurthy stated “A recent study shows that there is a category of people they call Natural Born Clickers. … shows that a segment of the online population accounts for six percent of the online populace, and yet it is directly responsible for 50 percent of all ad clicks. This is a stunning number. What do we know about these superclickers? They tend to be young (mostly between the ages of 25 and 44) and poor (income less than $40,000). They have their own distinct behavioral pattern — they tend to spend dramatically more time online than regular humans, and they are disproportionately more likely to visit auctions, gambling and career services sites. ”
Which all goes to show that you can not beat knowing and segmenting your audience. And the users who spend most time on the Internet or access media through their phone will have the highest click through rates
