01 Jul 10

Social sites get traffic from mobile ads

From Online Media Daily

Read the full article at mediapost.com

Interesting data suggesting the growth of integration between mobile and social networks. comScore have just launched a report showing social networking is the fastest-growing content category in mobile, both in browsers and applications, all in the context of 100M users worldwide accessing Facebook on a mobile device.

Interesting data points from the article include:

1) a 50% rise in mobile ad campaigns that send users to multiple social networking sites in the last six months, according to a May metrics report in Millennial Media (mobile ad network), of which, 12% of campaigns direct people to social sites in a CTA (call to action) format, a higher percentage than those that link to e-commerce or store locator sites.

2) 77% of campaigns on mobile direct users to a mobile site or custom landing page.

3) Rich Media spending is up 85% making it the leading ad format, this is expected to rise as a result of growing I-Ad media spend in the second half of 2010.

4) CTC (click to call) is the most common type of encouraged behavior at 36%, followed by service sign-up (29%), form submission (28%), app download (24%) and watching video (23%). 

5) The number of ad requests per page view was 1.03, with 108 average monthly page views per user.