Mobile banner advertisements are 50 percent more likely to be clicked on than standard Web banners, according to a study by MediaMind.

Additionally, the research found that iPhones deliver the highest click-through rates. The study looked at 230 million mobile ad impressions served by MediaMind.

?Advertisers should allocate some of their budget to mobile, and leverage crosschannel campaigns to increase overall effectiveness,? said Ariel Geifman, principal research analyst at MediaMind, New York.

MediaMind is a digital advertising company.

Consistency
The study found that mobile advertisements were opened by 61 percent of participants. However, standard Web advertisements were only opened by 7 percent of consumers surveyed.

Additionally, the study reports that standard Web advertisements have slowly slumped with click-through rates in the past few years.  In 2006, 15 percent of Web advertisements were opened.

The research says that this widening gap between mobile and Web click-through rates is due to the size of mobile advertisements. Mobile ads tend to take up a large part of the screen and also only usually include one advertisement per page.

When it comes to mobile devices, Apple leads the pack, per the study.

Apple devices accounted for 60 percent of served impressions and approximately 35 percent of click-through rates.

After Apple, Research In Motion?s BlackBerry brought in the second highest number of impressions with approximately 10 percent.

Although LG devices showed small impression numbers, the devices were responsible for approximately 30 percent of click-through rates.

Android devices accounted for 15 percent of click-through rates.

Mobile prime time
The study found that click-through rates spike between the hours of 7 p.m. to 11 p.m. each day.

?The most surprising finding is that the prime time for mobile browsing is in the evening at the same time as television primetime, which suggests that users do both at the same time,? Mr. Geifman said.

?In addition, click-through rates for mobile banners is highest in the evening,? he said.

According to the study, 25 percent of mobile click-through rates occur at 8 p.m. Similarly, the highest number of mobile impressions takes place at 7 p.m.

In correlation with the time, consumers are also using mobile devices and opening advertisements on leisure apps, including entertainment, retail and travel.

Entertainment apps had a 1.2 percent click-through rate, and retail apps reported a more than .8 percent click-through rate. Travel apps brought in a .6 percent click-through rate.

?Mobile has a higher performance than PC, and it complements the reach that advertisers achieve through their online main channel,? Mr. Geifman said.

?As mobile is still in the early stage, it is likely to keep having higher click-through rates compared to PC ads,? he said.