Local publisher and ad network YP (the private-equity owned combination of AT Interactive and AT Advertising Solutions) has released its US-focused Q2 “Local Insights Report.” The data in the report are derived from searches conducted across the company’s multi-platform network: “563 million searches and nearly 11 billion impressions in Q1 2012 across the YP Local Ad Network’s 300+ online, mobile, IPTV and directory assistance publishers.
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YP generally echoed other data sources in showing the pattern of click-through rates (CTRs) for mobile ads on different platforms. Apple devices saw 47 percent higher CTRs than in-app ads on Android devices. CTRs on iPads were about 9 percent higher than on the iPhone as well.
It Pays To Be First While ad position is a critical factor influencing click-through rate and conversions across all devices, it is especially important for mobile search, where screens are smaller and as few as two search ads are shown.