Tracking click rate for mobile OS is a key part of optimizing a mobile campaign.
There are many factors to consider when trying to optimize a mobile campaign. Drilling down to OS will show the break out between iOS and Android. Copley Advertising has seen a three to one gap in click rate. If this is the case then testing a cloned campaign and white listing the OS with the highest click rate may see a significant rise in CTR.
When we ran a test campaign which cloned the original campaign and then whitelisted the OS with the highest CTR. Copley Advertising found a 25% lift in the click rate across the board. By whitelisting the OS system, we increased net click rate by 20% for the entire campaign.
There is a movement to gear campaigns to iOS only. We have seen 3 to 1 click rates in favor of iOS and some in favor of Android. With Android impressions being cheaper finding Android skewed data may be a bonus.
If the advantage is 25% or less then looking at placement is a better way to go as you can choose which iOS and Android apps are working and which are not.
Copley Advertising uses a mobileDSP platforms to reach your mobile marketing goals. We use programmatic buying but we believe that algorithms are good but knowing each campaign on a granular level is important.
Interested in mobile geofencing? Email us at [email protected]