May 24, 2011 07:50 ET

Mobile Consumers Likely to Click on Retail, Weather, Dining and Sports Ads on Smart Phones According to Mojiva Mobile Audience Guide

Two-Month Mobile Ad-itude Study Shows That 60% of Mobile Users Click on Ads at Least Once a Week, With Graphic Ads as the Most Effective Creative on Mobile Devices

NEW YORK, NY--(Marketwire - May 24, 2011) - Mojiva (, a mobile ad network that specializes in making "big idea," cross-platform mobile strategies come to life at scale, today released the Mobile Audience Guide (MAG) with results from a two month end-user study of mobile ad interaction. In March and April 2011, Mojiva and InsightExpress, a digital marketing research firm, polled more than 100 users who indicated that mobile ads relating to retail stores, weather, dining and sports resonated well. In general, the study showed that more than 60% of users click on mobile ads at least one a week. When seeing an ad, half of users indicated that they would play a game, download an application, or visit a Web site after seeing an ad -- but only 22% said they would make a purchase, and only 40% would download a coupon.

The full Mobile Audience Guide with is available here:

"This month's MAG confirms that mobile marketing performs well when it lines up the services and products that affect people on an everyday basis -- what to buy, where to eat, how my team played last night. Mobile is no longer a work-in-progress and we have the insight that shows what is effective in today's environment of on-the-go users," said Tony Nethercutt, General Manager of Mojiva. "In the upfront season, we're seeing that mobile advertising is part of the conversation for major national brand advertising. Marketers need to keep in mind the customization of messages on mobile devices to better match what people want in their everyday lives."

Additional findings from Mojiva and InsightExpress in the Mojiva MAG:

  • Graphic ads were sufficient in capturing attention. Exactly 85% of users deemed 'normal banner ads,' 'video ads,' 'ads that let me interact with them,' or 'animated banner ads' as the forms of marketing they would likely pay attention to
  • Text ads still perform modestly with 13% of users most likely to pay attention; however, only 2% pay attention to expanding screen takeover ads
  • Marketing offers related to magazines, social/dating, airlines, traffic and banking had the least effective performance.

The Mojiva MAG has emerged as a resource for advertisers and agencies looking to build or expand a mobile presence. With user statistics from InsightExpress, the MAG offers a look into what resonates with users through mobile devices like smartphones and tablets. This month's research shows that marketers need to focus on engaging creative executions that encourage user interaction.

Joy Liuzzo, Senior Director from InsightExpress, says, "InsightExpress research continues to demonstrate that mobile consumers are evolving, with new behaviors, attitudes, and demographic segments emerging almost monthly. Mojiva's proactive look into what their network is doing and planning is a critical resource for the industry as a whole."

Also of note, Mojiva released their April unique user count, which is sitting just over the 100 million mark in the United States and 471.4 million globally.

About Mojiva's Mobile Audience Guide (MAG) with InsightExpress
The MAG is a monthly index comprised of data from the Mojiva network internal analytics and reporting platform. The data encompasses users in the United States and focuses on the mobile user activity within the Mojiva mobile media network. Data in the report is compiled based on unique users, unless otherwise specified, to ensure the cleanest possible information is provided to readers. As part of this research, InsightExpress conducted a survey with more than 100 users nationally from March through April. Roughly 75% of these users indicate that they are responsible for household purchases of groceries, restaurant meals, personal item and/or electronics.

About Mojiva
Mojiva ( is a mobile ad network which reaches more than 100 million users in the US and represents more than 3,000 mobile publisher and apps. Through deep and open integration with all major rich media providers (PointRoll, EyeWonder, Phulant, Sprout, Crisp Media, Gold Spot Media, PointReach and Celtra) and ad servers (DART and Atlas), Mojiva can provide ad agencies with every imaginable mobile creative execution across mobile web sites, apps and devices. Founded in May 2008 and based in New York City, Mojiva is led by a team of advertising and media veterans from Google, DoubleClick, Yahoo and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent ad network operating under parent company Mojiva Inc., which has a total of $10 million venture funding from Pelion Partners and Bertelsmann Digital Media Investments.

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