Mobile campaign click-through rates (CTRs) average between 2 percent to 6 percent according to Enpocket.
They found that one large automaker had CTR's of around 8 percent. These mobile CTR's are higher than most online campaigns.
Mike Baker of Enpocket said the automaker did well because the material was engaging and rewarded the consumer with content.
"Consumers are called to action through mobile banner ads promoting content sponsored by the brand - ringtones from a trendy music festival - and then brought to a slick-looking WAP site that features downloads, screen savers featuring sexy shots of the new model, viral 'send to a friend' mechanics and a location-aware dealer finder that allows consumers to click-to-call a local dealer to test-drive the car," said Mr. Baker.
Mobile functions that can attract users attention and lead to action include click to call, click for a coupon, click to subscribe, click to locate, click to win and click to download.
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