By: Mark Walsh | MediaPost.com
Is midday the best time to run advertising on mobile phones? According to the latest monthly data from Jumptap, that’s when ad interaction rates peak on the mobile ad network. Conversely, click-through rates are at their lowest during the morning commute and early hours of the workday.
Separate research has shown that mobile data use — especially mobile video viewing — takes place throughout the day as people “snack” on handheld media when they get a chance. Around lunchtime is one of those times, helping to boost ad engagement.
The Jumptap data for May also showed that mobile ads increasingly feature calls to action other than clicking through to a branded Web site. More than a third (34%) of performance-based campaigns included a click-to-call option or download offering rather than directing the user to a Web property.