Mobile ads Success via Promotional Events in China

adSage Research

Center

• The click-through rate and conversion rate of event ads exceed the non-event ads.

Brief Summary

• Compare ads across different groups, such as business men and gamers; men and women, etc…

Analysis of Users Behavior：

• Higher conversion for event ads, with exceptional results for online lottery.

Analysis of conversion rate

• This report contains a

thorough analysis of

mobile ads with over 550

million daily impressions.

• adSage compares event

and non-event mobile ads

on over 70,000 mobile

applications which

comprises 70% of the

Chinese mobile App.

market.

• The analysis is based on

the study of user behavior

in order to determine the

causes of mobile ad

results.

Abstract

Ads for Promotional Events are Eye Catching

• According to an analysis of 70,000 mobile application’s ads, the click-

through rate and conversion rate of promotional event ads significantly

exceeded non-event ads.

Data source: adSage· Inc. 2013/1-2013/3

3.71%

8.17%

1.37%

2.41%

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

Users are more interested in event ads

CTR Conversion Rate

Event ads Non- event ads

CTR for Promotional Event Ads is higher

• According to hourly data, event ads is mobile users favorite type of advertising.

During most of the day, CTR of event driven ads surpassed non- event driven ads

greatly. The peak hour comes at around11:00pm.

data source: adSage· Inc.2013/1-2013/3

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24

活动 非活动 Event ads Non-event ads

The Analysis of User Behavior

• Gaming ads got most of the attention of young people between the age of 18 and 25;

while business driven event ads attracted mainly people between the age of 25 and 35.

• The difference in user behaviors will help advertisers to better target potential

customers.

Data source: adSage· Inc.2013/1-2013/3

0

0.05

0.1

0.15

0.2

0.25

0.3

18岁以下 18-25 25-35 35-45 45以上

Ads for Gaming Promotion

活动 非活动

Under 18

0

0.05

0.1

0.15

0.2

0.25

0.3

18岁以下 18-25 25-35 35-45 45以上

活动 非活动

Ads for Business Events

Over 45 Under 18 Over 45

Women Are More Interested in Event Driven Ads

• Event driven ads are more attractive to women, especially for lottery ads and ads

that gives out reward points.

• Companies that focus in cosmetics and infant products should apply events ads in

their mobile marketing campaigns to achieve higher ROI.

Data source：adSage· Inc.2013/1-2013/3

42%

52%

58%

48%

0%

10%

20%

30%

40%

50%

60%

70%

活动类 非活动 男 女

Event Non-event

Men Women

The Case of Online Lottery

Data source：adSage· Inc.2013/1-2013/3

2.30%

3.97%

1.55%

8.17%

1.10%

2.30%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

跳转/导流 游戏/互动 订购预订 抽奖/积分 拨打电话 答题/调查 DIRECT to URL GAME BOOKING LOTTERY/ CALL TO ACTION SURVEY INTERACTION REWARDS

Conversion rate

• Lottery and rewards point activities got the highest conversion rates; while

call to action and booking ads received comparatively low conversion rates.

• Customers prefer to directly engage in online activities to get benefits

without further offline research about the events and promotion.

Conversion Rate Analysis

• 62% of product conversions came from advertising campaigns, while 38% came

from organic traffic of websites.

• Conversion rate for event and promotion ads is 67%, which is twice as much as

non-event ads.

• It has been proved that mobile promotion and event driven ads are effective in

incentivizing people to take action right away.

data soure：adSage· Inc.2013/1-2013/3

38%

67%

33%

62%

Most conversion are from event ads

自然流量+其他

外部推广

活动推广

非活动

Organic Traffic

External Promotion

Event Promotion

Non-event

About adSage Mobile ads Network

adSage’s mobile ad network – mobiSage is the most influential ad network in China, reaching 100 million unique users per month and over 90% of iOS devices. mobiSage provides tracking and monitoring services for your ads, giving advertisers and developers comprehensive and accurate analysis reports. Moreover, it offers a variety of campaign strategies which are individually tailored for customer’s optimization needs. We have: