Smartphones and tablets best PCs in click-through rates

The numbers continue to add up for mobile commerce. An analysis of the paid search spend of more than 1,000 advertisers in the fourth quarter, including retailers such as Macy’s Inc., No. 17 in the Internet Retailer Mobile Commerce Top 300, and, finds that the consumers are more likely to click on an ad on a search results page when using smartphones and tablets than when using desktop and laptop computers, says Marin Software Inc., an online advertising services and technology firm.

The smartphone click-through rate, which measures the number of clicks an ad receives against the number of times the ad is shown, was 1.25% in the fourth quarter of 2011. The rate for tablets was 1.31%. Desktops and laptops came in at 0.95%.

Tablets and smartphones garnered 4% and 6%, respectively, of the click share for the paid ads included in Marin’s “U.S. Online Advertising Report, Key Trends & Insights, October-December 2011.” While no year-ago data is available, mobile devices represented 5% of clicks on paid search ads in the third quarter, says Matt Lawson, Marin Software vice president of marketing.

Adding Online Video to a TV Campaign Significantly Increases Reach

Online video ad network YuMe has released the results of a joint study it conducted with Nielsen, which sought to quantify the impact of a $500,000 online video ad buy when combined with a $2.6 million TV advertising campaign for a major CPG brand. The study found a 14% increase in reach for the targeted 35-54 age demographic during the combined online video and TV campaign. Based on the findings, YuMe and Nielsen emphasize that an integrated campaign combining multiple screens can deliver an impact and ROI exceeding that of standalone TV campaigns. Other findings from the whitepaper include:

  • YuMe online video outperformed TV with a 22% increase in brand recall and a 31% increase in message recall one day after exposure.
  • The online video spend was more efficient (almost double) than the TV spend. In fact, the cost per point (CPP) was reduced by 11%.
  • Almost 9 million people in the 35-54 age demographic were exposed to the combined online and TV campaign.

Check out the actual study here:  <>