Who are the top investors in mobile performance advertising? That would be technology and QSR companies, according to Opera Mediaworks.
As the app stores grow by thousands of apps each day and consumers’ choices expand, many Fortune 1000 technology companies are turning to mobile performance campaigns in order to gain coveted space on consumers’ smartphones and tablets, Opera Mediaworks observes today in its quarterly mobile marketing report.
“Thanks to powerful attribution and return-on-ad-spend metrics now available, brands are not just comfortable, but eager, to spend at scale on mobile,” says Will Kassoy, CEO of Opera Mediaworks. “We are seeing a trend of brands focusing more on attribution metrics using partners like us to complement their traditional media to drive incremental reach, engagement and actions on their mobile device.”
The global ad platform’s Mobile First Insights (MFI) report, which this quarter focuses on the growth of brand performance (i.e., direct response tactics for Fortune 1000 brands), found that companies in the Technology/Gadgets vertical have invested the most heavily in mobile direct response (DR) over the past year, capturing 24.3% of ad dollars spent on performance campaigns.
Among those campaigns, the most successful have been for apps that offer daily utility to the user, such as those that increase photo storage or track stocks.
While Technology and QSR captured the most annual spend, Retail and E-commerce was the top category in Q2, and both Retail and Automotive have shown the most consistent growth since the third quarter of 2015.
To learn more, check out the full report here.
