ClickAttack’s Annual Report delivers information about mobile trends and mobile user behavior in SEE in 2016 so that brands, marketing agencies, publishers, mobile developers and any other interested party has the data needed to determine how to plan and execute a mobile campaign that brings results.
It’s 2017 and the question is no longer whether to include mobile into your marketing mix. It’s rather how and to what extent to include it into your integrated marketing strategy. In ClickAttack, the focus in 2016 was on creating value for the end user. Tools used to achieve this goal are innovation and creativity. We created new mobile ad formats and interaction types, less aggressive and not typical, designed to decrease the distraction from content consumed by the mobile user.
The Highlights
During 2016, ClickAttack has continued its expansion throughout the region. Two new countries were integrated into the network, with 25% growth rate since 2015. The number of publishers grew by 70.94% as compared to 2015, and the number of campaigns increased by 33.5%. These data indicate the steady growth of mobile advertising inventory in the region and budgets allocated for mobile marketing in 2016.
Mobile trends in the region
If we take a look at the way the audience is using mobile channels, we can determine what the best time to reach the largest audience is. Mobile traffic is lowest from midnight to 7AM. It starts increasing during the morning, continuing the rise throughout the afternoon and peaks at 10PM. So, the best time to reach the maximum number of mobile users is from 8 to 11PM.
This trend is consistent throughout the region. However, if we look at the day of the week that gets the most mobile traffic, the situation changes depending on the country. In most countries the traffic peaks on Sundays, with Monday recording the least mobile traffic. Everyone’s back at work, catching up and preparing for the week ahead with less time to surf the mobile web. Traffic peaks slightly on Tuesday and Wednesday in Croatia, Bosnia and Herzegovina and Montenegro. In Serbia it peaks on Thursday. Traffic slowly increases by the end of the week so it can peak on Sunday again.
Macedonia is the odd one out, being the only country with the least mobile traffic on Sundays and a peak on Tuesday.
Performance and Industry insights
When we take a look at the average click-through-rate by ad formats, we’ll see that full screen formats (320x480px) still provide the best results. However, sticky versions of king size (320x150px) and medium rectangle (300x250px) ad units came at a pretty close second. (Sticky means that the ad unit is displayed on top of the content).
Download the Annual Report for all other mobile advertising trends and insights from SEE region.