Want Lunch with that Mobile Ad?

Thu, 06/30/2011 - 8:08am
Monica Alleven

Based on data from mobile ad network firm Jumptap, a lot of people are engaging with mobile ads around their lunch hour.

Jumptap's May report shows that the peak time for mobile ad engagement occurs around midday, as opposed to early morning or late evening. Click-through rates are at their lowest during the morning commute and first hours of the workday.  

The report evaluated more than 11 billion ad requests made to the Jumptap network by more than 84 million unique users. Jumptap also reports that many brands and app developers are allowing consumers to respond to ads in varying ways, like click to call, click to map, click to download or click to SMS instead of just sending them to a mobile website. 

Android continues to drive the largest share of ad requests on the Jumptap network, increasing its share to 42.4 percent while Apple's iOS gained less than a percent, to 30.3 percent. Research In Motion (RIM) continued its downward trend and dropped almost 4 percent in one month, to 20.9 percent.

However, Jumptap notes that iOS leads in user engagement with the highest average click-through rates of all the mobile operating systems.

Yesterday, independent mobile ad network InMobi released its Mobile Insights Report for North America based on May data, and it shows in-application ads were responsible for 53 percent of 2.4 billion monthly impressions, bringing smartphone in-applications mobile ad share to 57 percent. At current growth rates, InMobi expects to reach more than 100 million North Americans monthly by the fourth quarter.

In InMobi's data, Android represents 35.5 percent of all mobile ads globally. The iPhone OS trails behind Android by 10.1 share points, and RIM lost 4.3 share points.


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