4 Mobile ROI Tips
It's not the quantity of mobile ad viewers, but the quality that counts, confirms a study from San Francisco-based mobile advertising agency Fetch.
The study, titled "How Users Are Interacting With Mobile Ads," uses aggregated data from Fetch's clients during a 3-month-long period and takes into account outliers, such as increased nighttime activity among gamers. Fetch sent the research to Target Marketing before its formal release later this week, when the agency will place it here on its site.
"As we all know, it isn't size of the media consumption that matters but rather, what you do with it," reads the report. "Here at Fetch, we have gone deeper to make it really matter: When does this mobile usage feedback to ad response and app user value?"
Here are Fetch's insights:
1. Don't Treat All Mobile Media Equally. User responsiveness and value "varies a lot" depending on the day and the time of day. "Also, all this behavior varies by category, market, device, audience etc.," according to the research.
2. Target Users During These Times: Late morning and early afternoon on workdays are key highlights in driving ad response and app user value. "Users we acquire between 9 a.m. and 1 p.m. tend to be of particular value to marketers," according to the research. Even though data from comScore shows PCs dominate during those work hours, Fetch says mobile users during those times are the most valuable. As Fetch puts it: "Now be honest, how many of you are sitting in the office on Clash of Clans or Candy Crush right now?"
3. Be Aware of User Response, Not Just Traffic. Late-night users tend to devour content, but they don't tend to become customers as often as others. "Be aware of high-volume, low-response media," writes Fetch.