eMarketer estimates the mobile ad market in the US will reach $593 million this year as evidence of its effectiveness mounts. A MediaMind report examining the success of a variety of display advertisements for the auto industry found that mobile banners significantly outperform standard banners.

Clickthrough rates, which were best for rich media formats like floating ads and commercial breaks, were twice as high for mobile banners than standard banners.


Only floating ads performed better than mobile in both clicks and conversions. Mobile banners had a higher conversion rate than several online display ad types, and again performed twice as well as standard banners.


?The effectiveness of mobile ads show that the small mobile screen can deliver results for advertisers,? said Gal Trifon, CEO and co-founder at MediaMind. ?This presents an opportunity for the automotive industry to shift to more targeted and efficient digital media.?

Research shows that other types of mobile advertising can perform even better than simple banners. Location-based ads tend to have high response rates, though relatively few mobile users have seen them yet. App sponsorships and other in-app advertising is often considered less annoying by mobile users, who tend to notice such ads.

Mobile ad network Greystripe has rolled out ads that work similar to iAds to provide a more immersive experience than static advertisements. Within the auto industry, Greystripe noted that immersive mobile ads from Buick performed about four times better than static mobile ads in terms of clickthrough rates.

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Check out today?s other article, ?Companies Throw Their Weight Behind Online Video.?

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