Jumptap: Everything Better with Rich Media

Jumptap is also out today with its monthly metrics newsletter on the heels of one from Millennial Media. The most noteworthy piece of data in this report involves the results of an examination of the relative performance of "standard mobile banners" vs. rich media ads: 

We ran an experiment to see how close we could get to isolating rich media as a performance factor, reviewing over 300 million campaign impressions, across several major advertisers that ran both rich and standard media with similar creative and messaging.

As you might expect the rich media ads outperformed the banners. But they did so by a significant margin: 

Screen shot 2011-10-25 at 10.28.11 AM

Jumptap acknowledges that this wasn't a perfect comparison ("similar creative and messaging") but I believe the data are reflective of a performance gap between the two media types or units. 

Jumptap also reported that 56% of its advertisers used one form of targeting in September, while 8% used two forms and 2% used three or more types. By comparison, 34% used no targeting at all. Among the several forms of targeting location (by MSA) was the most common form (33%). 

In terms of landing pages and actions: click-to-web (76%) and click-to-download (23%) were the "preferred actions." I wonder how many of that 76% have mobile optimized sites or landing pages. I'd wager at least 50% do not. 

According to the Jumptap data, mobile ad clickers tend to be higher income ($50K+), male 2:1 over female and 35-75 years old, with the highest concentration in the 55 to 75 age range. In terms of platforms, Symbian sees the most clicks, followed by iOS, RIM and Android in that order. 

Screen shot 2011-10-25 at 10.41.23 AM
Average mobile display CTR is 0.50; on the PC it's roughly between 0.1 and 0.3.

Like Millennial, Jumptap now sees twice as many Android devices on its network compared to iOS (47% vs. 23%). Millennial reported 56% of handsets were Android and 28% iOS.