LAS VEGAS—Ever wonder just how effective those mobile marketing campaigns are?
Well, banner and text ads on mobile Websites typically have a click-through rate of 2% to 8%, with a conversion rate of 2% to 5%, which can be as high as 12% on some networks, reports Bango. The company this week released the stats to illustrate how the Bango Analytics platform can measure mobile marketing campaigns.
A mobile marketer doesn’t need to use Bango’s advertising solution to use the analytics service, says Adam Kerr, vice president at Bango. “They can use any advertising partner they want,” he says. Marketers might be using mobile ad solutions from a variety of vendors, and the analytics will compare the effectiveness of them.
Bango launched the Analytics product at the beginning of February, in part because it saw a lack of benchmarking in the industry – no real comparisons to measure campaign effectiveness. “Analytics helps them measure and gives them meaningful data on who comes to this site. These customers are seeing different conversion rates from carriers. They can feed that analysis back into future campaigns,” Kerr says.
One Bango Analytics customer, AdEye, uses Bluetooth to target ads at consumers and wanted to measure the response rates for billboard ads. The company was able to determine more about who was clicking through – what network they were using, the device they used and how they responded to the offer. Bango’s product helped them do that. Data showed that 33.6% of the users who responded to the billboard ad and visited the campaign’s mobile site did so more than once.
Bango’s clients can use the software to determine whether they’re getting to the type of subscriber they want. For example, the client may see a higher uptake among an MVNO’s youth-oriented subscriber base compared with a national carrier and then decide in the next campaign to only target the MVNO subscribers. “You can learn very quickly what different segments convert best and you can feed that back” into subsequent mobile campaigns, Kerr says.