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U.S. Mobile-local ad network xAd reported yesterday a set of performance metrics for its network that delivered nearly 2 billion locally targeted search and display ads across mobile sites and applications in the first quarter of 2012.
The average click-through-rate for search campaigns was 8.13 percent (against 7% in 4Q 2011) and the secondary action rate was 36 percent. In comparison the display CTR was 0.72 percent (against 0.6% in 4Q 2011).
The average click-through-rate for search campaigns was 8.13 percent (against 7% in 4Q 2011) and the secondary action rate was 36 percent. In comparison the display CTR was 0.72 percent (against 0.6% in 4Q 2011).
Interestingly the secondary actions depends heavily on the type of search as it can be seen on the table below.
In the case of Search for car rentals the secondary action tends to be a call (73 percent), while for hotels and lodging, a click to get maps and directions is much more common (76 percent) than a call (24 percent).
In the case of Search for car rentals the secondary action tends to be a call (73 percent), while for hotels and lodging, a click to get maps and directions is much more common (76 percent) than a call (24 percent).
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