STUDY: Common sense tells us click-through rates (CTRs) on personalized advertising should exceed CTRs on more random [translated: less relevant] mobile advertising, but here is an important data point direct from Telenor R & I, the research arm of the Telenor Group, and Mobile Content Networks, a provider of mobile search management, search merchandising, and PPC content promotion solutions, to back it up.
The companies teamed up in Norway along with MADS, a European mobile advertising technology provider, and Aspiro, a Scandinavian mobile content provider, to evaluate the effectiveness of federated mobile search - an approach that blends results from a variety of content sources and search engines - and personalized advertising. Findings from the pilot tell us that CTRs for personalized ads "exceeded those for random ads by a 3:1 ratio."
February 2, 2009
