MMA: Clickthrough rates don’t translate to sales

Dive Brief:

• There’s no direct correlation between clickthroughs and important outcomes such as sales, according to the latest cross marketing effectiveness (SMoX) study from the Mobile Marketing Association (MMA). The study, conducted for Allstate Insurance, advises marketers to hone in on the right formats and targeting strategies for the mobile environment to shift sales and consideration. It calls for comprehensive, real-time data management across channels and down to individual users. 
• The best targeting performer evaluated by the trade organization was behavioral targeting, which topped untargeted banners to drive incremental sales per dollar spent. Re-targeting was crucial, too, and led to performance double the rate of efforts that weren’t re-targeted. Location targeting heightened the efficiency of sales per dollar spent by a factor of almost two. 
• Mobile video and audio were found to be more efficient than the campaign average at propelling brand consideration, registering at 85% and 32%, respectively. However, mobile banners specifically targeting consumers in the market for insurance were 12% more efficient at fueling sales than the campaign average. Video efficiency is also highly dependent on length. A 15-second video is twice as effective for consideration than a 30-second video, and briefer audio performed 18% better than longer equivalents.

Dive Insight:

In its tenth SMoX attribution study, MMA investigated an Allstate campaign that ran across traditional and digital media, including TV, print and radio, aimed at consumers 18-years-old and older who were candidates for Allstate auto and home insurance. In mobile, video and audio were tapped for consideration purposes, and banner ads to amplify sales.

Although clickthrough rates are popular metrics, MMA spotlighted Allstate’s use of device IDs to track potential customers across platforms, sites and locations as providing a clearer picture of consideration and sales. The study asserted, “The recent data from the Allstate campaign proves unequivocally that the correlation between clickthroughs and sales was practically non-existent.”

Per MMA, the bottom line from the results was: “Targeting changed the game.” The Allstate campaign employed behavioral targeting, contextual targeting, location targeting and retargeting. Behavioral outshone the rest, although the rest were meaningful, too. MMA pointed out retargeting customers expressing interest in Allstate boosted performance by a factor of two. In addition, contextual retargeting drove consideration particularly when coupled with high-impact video. It increased the efficiency of that video by at least 90%.

Other key findings of the MMA research were that in-app placements outpaced mobile web, optimizing creative messaging didn’t have a huge upside, and clickthrough rates were unhelpful measurements. While they’re relatively costly, the association found in-app placements of mobile advertising were 20% more efficient, on average, than mobile web placements.