Local Search Engine Marketing Blog

Mobile Local Data Galore: xAd Reports Network Activity

Posted in Internet marketing by smallbusinessonlinecoach on February 20, 2012

http://profile.ak.fbcdn.net/hprofile-ak-snc4/276508_144045482293878_7715956_n.jpg
I found this post interesting and I thought I’d share here:
I like to share interesting posts and information about internet marketing that read in my Google reader. Let me sort through the junk to bring you the real goods when comes to local internet marketing for small businesses. I thought this was super useful. if you like it be sure to share maybe subscribe to the authors blog: http://blog.kelseygroup.com/

Mobile local ad network xAd just released its Q4 Mobile Insights Report, detailing the activity seen on its network. Like its Q3 report (covered here), it further supports the growth and the opportunity in mobile local search.

XAd, for those unfamiliar, hangs its hat on in-app search and display ads. That’s opposed to browser-based search where Google dominates. As we discussed at ILM West, in-app search has a greater opportunity because of its growth and fragmentation (read: lack of Google dominance).

To the former point, xAd points to comScore data that show apps have greater overall use, compared with mobile Web (browsers). That’s not necessarily correlated to more searches but could be a leading indicator for the growth in search volume happening in-app.

ScreenHunter_03 Feb. 17 01.46

Overall, xAd delivers a billion locally targeted mobile search and display ads across its network. From that it’s seen a 60 percent increase in mobile local search requests over Q3, supporting some of our forecasting for the growth of local. The number of searchers has also increased.

ScreenHunter_01 Feb. 16 12.29ScreenHunter_02 Feb. 16 12.29

Also notable, and along the same lines, xAd reports strong performance for mobile local ads (compared with online equivalents). Specifically, search ad CTRs were 7 percent and display saw 0.6 percent. High secondary action rates further support mobile local ad performance.

ScreenHunter_04 Feb. 16 12.31

These secondary actions are what lots of advertisers are looking for, particularly bottom of the funnel advertisers (i.e., calls, directions, etc.). This has long been one of the battle cries for mobile advertising and its ties to local commercial intent, but proven out here.

Along those lines, search (interestingly but not suprisingly) had greater portion of calls and directions, while display ads were strong in leading to reviews. That fits the intent driven nature of search versus the discovery mode of display (discover places you haven’t been).

ScreenHunter_01 Feb. 17 01.30 ScreenHunter_02 Feb. 17 01.31

Other general data included category, geography and daypart breakdowns. Consistent with what we see elsewhere, restaurants were the leading category for local search, followed by high immediacy categories like gas and shopping (bars were curiously low on the list).

ScreenHunter_04 Feb. 17 10.21

But the daypart breakdown was more interesting for revealing incremental distribution opportunities for display and search ads. Their respective daily peaks vary between late morning (search) and evening (display), signaling lots of tactical implications for mobile ad campaigns.

ScreenHunter_06 Feb. 16 12.31

There are lots more implications buried throughout the data, which we’ll save for a longer report … and longer conversations during ILM East and other upcoming conferences. More will also be in our fresh mobile ad forecast next month. We’ll keep you posted on all of the above.

http://blog.kelseygroup.com/index.php/2012/02/17/mobile-local-data-galore-xad-reports-network-activity/) Don’t forget to comment and subscribe to the authors blog.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: