INFOGRAPHICS : An Insight Into Mobile Ad Industry

There was time when the smartphone industry belonged to Nokia and Symbian. Capabilities were limited and application support was mediocre. Then came along Android and took the mobile industry by storm.

In recent times, Android has not only surged ahead as the operation system for the people, but perhaps has even added a new dimension to the mobile world. The advent of tablets and the wide range of smartphones have caused quite a stir in the mobile ad industry as well.

As shown in the graphic, Motorola Xoom and Dell Streak were some of the earlier versions of Android Tablets available. The market has been diversified by the involvement of companies like HTC, Samsung, Sony and even Amazon in launching their own Android tablet. The use of newer web technologies like HTML5 has given ad unit much needed interactivity. Using gestures, movements and interaction with users, there has been increase in ad engagement which directly translates to higher sales, or whether the end-goal of the campaign is.

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Millennial Media provides an SDK with support for rich revenue -generating media ad units. The above INFOGRAPHIC is a result of their intensive research and data which resulted from ad campaigns using the Millennial ad units.

Consider the case study for Westin Hotels & Resorts. Cutting edge rich-media was used for creation of interactive ad units. Multiple units were created which included units like

• Shakable Unit : Enabled users to change images by simply shaking the phone.
• Balloon pop : The screen was full of balloons and popping them would reveal an image of a women lying on a bed of balloons, symbolizing how Westin aims at providing comfort to its customers.

Since the ad units were interactive, a call to action was created where users could simply click and place a call to Westin reservations for further enquiry.

Using the data generated by over 250 such campaigns, Millennial was able to create the infographic. The pie chart represents the campaign destination, i.e. the end goal of the campaign. This typically defines where advertisers want to send the target consumers to view more content. From the multitude of campaigns that Millennial ran, they found that these destinations can be categorized as

• Traffic To site: The mobile site of the client.
• Landing Page: A special mobile page created to give more information about the campaign.
• Application Download: The download of the client application.

For 53% of the campaigns, the end destination was a mobile site. 25% of campaigns hoped to cause users to download a particular application. Rest of the campaigns had a landing page as the destination.

The post click action implies the action that the campaign is driving the customer to take. 36% of the campaigns were made to encourage users to subscribe or join the campaign. 32%  of the campaigns were made to promote application downloads. The campaigns ranged from social media promotion to video viewing.

The aim of the graphic is show how the mobile ad industry has been revolutionized by latest technology, both software and hardware. The market for creativity is increasing and companies are trying their best to use technology to leverage their services to a wider audience.

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