- Mobile display ads were delivered over 2.3MM times, resulting in 4,868 clicks and a 0.21% CTR.
- PBSC mobile display ads continue to perform above Google’s CTR benchmark (162.5%) for mobile display ads. (Google’s CTR benchmark of 0.08% vs 0.21%)
- The Hispanic zips continue to be top performers in both the Branding and Enrollment initiatives.
- The 2+2 and Cybersecurity creative messaging had the highest rate of engagement with a 0.24% CTR.
Mobile Advertising Highlights
Mobile Tactic Performance
Mobile Advertising - Overall Campaign Performance
| Initiative | Impressions | Clicks | CTR |
|---|---|---|---|
| Branding | 1,628,222 | 3,244 | 0.20% |
| Enrollment | 681,596 | 1,624 | 0.24% |
| Totals | 2,309,818 | 4,868 | 0.21% |
Branding Performance
| Branding | Impressions | Clicks | CTR |
|---|---|---|---|
| Device Targeting (Colleges, Hangouts, Malls) | 560,736 | 1,180 | 0.21% |
| Device Targeting ( Feeder Zips) | 870,302 | 1,809 | 0.21% |
| Device Targeting (Hispanic Zips) | 878,781 | 1,879 | 0.21% |
| Totals | 2,309,819 | 4,868 | 0.21% |
Enrollment Performance
| Enrollment | Impressions | Clicks | CTR |
|---|---|---|---|
| Device Targeting (Colleges, Hangouts, Malls) | 329,051 | 685 | 0.21% |
| Device Targeting ( Feeder Zips) | 521,047 | 1,187 | 0.23% |
| Device Targeting (Hispanic Zips) | 530,515 | 1,256 | 0.24% |
| Totals | 1,380,613 | 3,128 | 0.23% |
2018 Creative Performance
| Message | Impressions | Clicks | CTR% |
|---|---|---|---|
| 2+2 | 465,958 | 1,131 | 0.24% |
| Achiever | 194,029 | 355 | 0.18% |
| Believe | 64,576 | 125 | 0.19% |
| Corner | 64,595 | 140 | 0.22% |
| Cybersecurity | 462,126 | 1,106 | 0.24% |
| Healthcare | 64,302 | 127 | 0.20% |
| Undergrad | 64,978 | 144 | 0.22% |
| Brand Total | 1,380,564 | 3,128 | 0.23% |