Mobile CTRs Peak in Summer Months for Travel Advertisers

Spring, summer, and holiday months are the best times for advertisers to leverage mobile traffic to travel channels, says Jumptap in a May 2012 report. Looking at traffic and click-through rate (CTR) patterns for the travel channel in 2011, the study finds that while travel channel traffic peaked in August, CTRs were highest in June (3.55%), with September (3.37%), April (3.29%), and May (3.07%) also demonstrating strong engagement. Overall, travel, games, and entertainment were the highest performing application and mobile web channels for travel advertisers. Understanding traffic and CTR patterns is important given recent research from comScore revealing that 1 in 2 smartphone owners access travel content on their devices. (more…)