Begun investigated the preferences of advertisers and mobile users to contextual advertising. The study was based on the data service up to August 2009.

Commercial interests of users of mobile devices are somewhat different from the interests of users in contact with contextual advertising via computer. Most mobile users are interested in advertising communication services (12,5% in the total conversion), auto (8%) and references (7%). It is worth noting that the category “Auto“, which occupies a leading position throughout the service in general, and in the mobile Internet has the second largest user preferences. At the same time the most active with regard to content, users were mobile Motorola: CTR ads shown this audience exceeded 11%. It is worth noting that Russia’s subscribers are equally active in terms of mobile Internet, so the share of ad impressions on the operators is comparable to the size of subscriber bases of the “big three”: 34% of mobile users who saw ads Begun “are the subscribers of MTS, 26% – Beeline, 23 % – MegaFon, the remaining 17% distributed among the smaller players in the market. Among the Ukrainian mobile market, 39% of users who were shown ads are subscribers of mobile operator life:), 26% use Kyivstar, 25% – MTS and 10% accounts for Beeline.

Among the advertisers most interested in advertising on mobile devices is traditionally a segment of “Auto” – its share of total mobile budget amounted to 14,3%. Following are the companies offering telecommunication services (11,8%), medical and financial services (9.8% and 6%, respectively), as well as real estate (5.3%). This is the highest price competition of the potential client observed among sellers of pharmaceuticals, food, office supplies, tickets to events and services on the Internet. And the advertisers that help in the search for personnel engaged in insurance, books, advertising and communication services, on the contrary, relatively low prices attract new customers with contextual advertising, focused on the mobile audience.

Recall that “Begun” covers all active audience Runet daily showing more than 1 billion ads. This advertising Begun in mobile devices every day sees more than 1 million users.

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Tags: ads, advertising, auto, Beeline, Begun, contextual advertising, interests, internet, market, MegaFon, mobile, mobile devices, Motorola, MTS, operator, RuNet, russia, service, subscribers, telecommunication services, Ukraine, users