Apple's new iAds are generating plenty of buzz. And while it's too soon to gauge the true impact of these new marketing darlings, early reports suggest the click-through rates might be exceptionally higher than one would expect from a traditional mobile ad unit.
That said, iAds aren't the only player in the rich media mobile game. In fact, Greystripe reports that its rich media mobile ad units, known as "immersion ads," have been delivering significant lifts in awareness and purchase intent for top brands.
Greystripe recently ran a report of its static ads over the past year versus its immersion ads, which the company says are quite "iAd-like." Based on CTRs, the immersion ads outperformed static ads nearly four-fold. CTRs on static ads weighed in at 1.02 percent, compared to an immersion ad for Buick that had a 3.9 percent CTR.
The Buick campaign also generated a 21 percent lift in total awareness of Buick LaCrosse and a 35 percent lift in purchase intent. Greystripe reports that 53 percent of those exposed to the campaign recalled Buick LaCrosse mobile advertising versus 4 percent in the control group.
Will such results continue as rich media mobile ads become more commonplace? Only time will tell.
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