New findings from Celtra show engagement levels nearly doubled in Q3 2012.
Engagement levels for location-based features in rich media mobile ads grew by 185 per cent in the third quarter of 2012, Celtra's quarterly Mobile Rich Media Monitor Report has revealed.
The report shows that engagement rates for rich media mobile ads are continuing to grow steadily, with the average ad engagement rate in Q3 reaching 13.7 per cent; an almost one per cent increase on Q2.
Also, according to the report, location-based features have overtaken branding and presentation as the most engaging ad feature, with 18.8 per cent engagement rate. In second place come gaming features with 13.9 per cent engagement rate. For the second consecutive quarter, video was the most popular feature by a significant margin, appearing 45 per cent of all the mobile advertising campaigns analysed.
"Rich media mobile advertising is maturing quickly and its position within the marketing funnel is becoming clearer and more established -- especially as engagement rates continue to grow," said Matevz Klanjsek, co-founder and Chief Product Officer of Celtra. "Mobile rich media advertising is emerging as a powerful and extremely effective asset in the mid-funnel, successfully driving purchase consideration and intent. Gaming, location-based and social media features in the mobile ads engage consumers in a meaningful way, providing an essential and often missing link between typically overcrowded upper and lower funnels."