New Data About Digital Ads for Telecom is Helpful
Mediamind, an ad solution provider, has released its latest data set about online advertising and the results are interesting. Most of the research about online advertising points to trends and speculation, however, this new data set can actually help maximize budget dollars by removing some spending inefficiencies.
Mediamind found that large banner ads were more effective than smaller ads with 300x600 and 300x250 being the most effective. What sorts of pages the ads were placed on was also significant. Telecom ads performed best when placed on travel, news and technology pages. Rich media ads produce higher engagements when placed inside an instant messaging service or on lifestyle pages. Users are also significantly less likely to click on ad after the third time the ad was displayed. The second viewing does not produce a significantly lower conversion rate compared to the ad’s first impression. The other interesting find is that banner ads are six time more effective when viewed on a mobile device than they are normally.
An important quote from the eMarketer Article: "According to MediaMind, for every 1 million impressions, web users “dwell” on 70,000 telecom ads and click on 1,800. MediaMind defines dwell rate as impressions that are intentionally engaged with by touch, interaction or click, and by this metric the telecom vertical outpaces nearly all other categories thanks to a dwell rate of 7.5%."
The above are just some of the results of the study. While most of the Mediamind report is about telecom ads, it can still be helpful for the digital marketing agency lacking telecom clients. The telecom ads tend to be more price sensitive and technologically sensitive than ads advertising restaurants or magazines, etc.. Seeing what sort of pages and placements has impacts on conversion rates as well as user engagements are all quite instructive. This data is also oddly specific, so budget allocations can be made. Knowing that an ad on a sports page will produce and extra percentage point of conversions allows spending budgets to be more specific and more accurate.
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