NEWS1 September 2014

Mobile app ads see double the CTR of desktop web ads

US — Click through rate (CTR) is twice as high for mobile app ads compared with desktop web ads, according to analysis from mobile ad measurement platform Medialets.

After analysing 300bn data points from mobile ad campaigns in the first half of 2014, Medialets concluded that ads on apps achieve 0.58% CTR, compared with 0.23% on the mobile web.

Ads on tablets saw 44% higher CTR than those on handsets. Another finding was that over 80% of users will watch at least the first 75% of a video ad, but only a third will finish watching.

The full report can be downloaded here.