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Display traffic - App vs Site (7)

12-12-2015 03:47 PM #1 jack45 (AMC Alumnus)
Display traffic - App vs Site

I've been tinkering with go2mobi and my banners always perform better on app traffic. Banner CTRs are normally 3-5x higher on app traffic.

I have run on Smaato, Nexage and PubMatic.

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So given that site traffic is generally considered better quality than app traffic, I wondered why my CTR is much better on app traffic?

I was thinking the banner style probably attracts clicks from people playing games thinking they have won an in-game prize, however that doesn't justify the huge difference.

Would like some others to chime in with their experiences.

12-12-2015 03:50 PM #2 conrad_birdie (Member)

I'm guessing accidental clicks while they're frantically popping bubbles on their screen. The app traffic is weird to me...I see a higher ctr from banner to lander, but usually the ctr to the offer sucks.

12-12-2015 03:56 PM #3 jack45 (AMC Alumnus)

I was going to ask why my landing pages was doing so bad but it looks like you hit the nail on the head. Thanks.

Pretty discouraging though as my site banner CTR is always below 1%.

12-12-2015 07:42 PM #4 cmdeal (Veteran Member)

Easy: Fat fingering.

These are very fat finger friendly placements.

12-13-2015 03:10 AM #5 vortex (Senior Moderator)

This is why at the end of the day, we want to base our decisions mostly on CR and not CTR. CTR is an important metric too when it comes to figuring out how to attract people's attention and gauging levels of user engagement/interest, but when deciding whether to continue running a placement or cutting it (for example), it would be wise to consider CR as the main metric. Actually, all the stats calculators that are commonly used to calculate statistical significance, involve using CR in their formulas and not CTR. So that in itself tells us something.


Amy

12-14-2015 09:46 AM #6 cbrughmans (Member)

Just another consequence of Obesitas....higher CTRs :-)

Generally in-app banners have way higher CTR but lower CR

IMO in most casess you don't need to optimize your campaigns on CTR but on eCPM

12-14-2015 02:11 PM #7 matuloo (Legendary Moderator)

Yeah, fat fingers in case of app traffic on one side and bad banner placement on poorly optimized sites for mobile on the other one. Misleading banner styles also play a big role with in-app placements. One way or another, I still performed better with in-app traffic compared to mobile sites for app installs for example.

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