Local-mobile ad network xAd released its latest quarterly report containing data from its own network on mobile ad performance. The report drills down on the travel category to show engagement rates for search, display and calls.
First, here are the general metrics across the xAd network for Q1 2012:
Average display CTRs were .72%. That number is significantly higher than PC display, which is 0.09% on average (although there’s considerable debate above the value of the “CTR” metric for display). The larger point is that interaction with display ads on mobile is much higher than on the PC.
Search clicks are also much higher in mobile than online. Indeed, the numbers above beat mobile CTRs for major search engines (i.e., Google), which are just above 4%. The xAd numbers are twice that.
The data above also show that 58% of post-search actions were calls. But look at the secondary action rates in the travel category. They indicate the urgency or the immediacy of the consumer need in question.
These calls and map lookups indicate a high propensity to convert. The numbers are dramatic.
The following were the top local-search categories on the xAd network:
In travel, the top search keywords were:
- Car Rental
- Travel Agencies
- Limousine Services
- Transportation Services
- Amusement Parks
These keywords indicate people at all phases of the “purchase cycle.” Some are in travel planning mode and some would appear to have more immediate needs (direct response) — e.g., “car rental.”
There are additional data in the report; I’ve just pulled out a few highlights.