Mobile Advertising ROI: What Works, What Doesn't

Animated ads are the fastest-growing and most-effective mobile ad format among both brand and direct-response focused campaigns, enabling marketers to tell a more complex message without the necessity of a click, according to a study from Quattro Wireless.

Across ad types, animated ads (sequential GIFs) generate a 63-point performance lift (measured in click-throughs) over standard banner ads and are over twice as effective as standard text ads, according to Quattro's data.*

Expanding ads show average performance for click-through (index of 98). However, since they are really mini-websites, the audience does not need to click through to the ad to another site to engage with the brand, according to Quattro. Depending on the creative, they can be measured by pageviews, video views, send-to-friend, and other actions––which are a more accurate reflection of their performance than click-through rates.

Below, other findings from Quattro's The Mobile ROI Report for Brands.

Smartphones

Overall, smartphones drive a disproportionate volume of media use and thus generate the highest volumes of ad impressions.

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