Desktop and Mobile had very similar number of Impressions throughout the campaign, which drove similar number of clicks for the first 7 days. However, the number of clicks through the Desktop platform almost doubled for the second half of the campaign while that of Mobile remained relatively flat throughout. This suggests that Desktop had an overall higher click-through rate than Mobile and that a greater proportion of the campaign budget was spent on that platform
Digging deeper, this was indeed the case. Although Desktop and Mobile generated similar number of total impressions (Mobile accounted for 96% of Desktop), Mobile only managed to drive 66% of the clicks that Desktop did. Consequently, Mobile had a 15% lower CTR% and the total money spent on Mobile was 35% less than that spent on Desktop. As you can see in the £Spend chart, this was mostly driven by the better click-through rate for Desktop in the second half of the campaign
It can be also inferred that Desktop was the more cost-effective platform as the difference in cost-per-click between the two platforms was only £0.1p, yet Desktop pulled a CTR% of close to 50% compared to only 34% for Mobile
Both the daily budget and the CPC constraints of the campaign were achieved without overrunning the total budget. Increasing the daily budget for the second half of the campaign did help boost the CTR% rate. While the CTR% fluctuated between 36% and 38% in the first half, the second half of the campaign saw that fluctuation move between 43% and 54%
Increasing the total budget of the campaign from £10,000 to £20,000 had a much more pronounced effect on the number of clicks on the Desktop platform than it did on the Mobile platform. The consistently higher number of clicks for that platform throughout the campaign also suggests a consistently higher Desktop click-through-rate
This was indeed the case. The CTR% for Desktop was around 10% higher than the Mobile one for the first half of the campaign. The gap between the two grew even wider to comprise around 20% difference in the second half. It is interesting to note that despite the substantial difference in clicks between platforms in the second half of the campaign (evident in the previous slide) both platforms still had equal CPC.
Looking at the most successful content amplifiers, it was The Telegraph that brought in the highest number of clicks, accounting for 24% of all generated clicks throughout the campaign.
In conclusion, on the basis of the currently available information, it would seem that Quality Content would see an even stronger performance if they focus on Desktop alone. I would be cautious of recommending that, however, before I’ve explored the relationship between Clicks, Platforms and Publishers. If it is the case that the majority of the Telegraph publisher were made on Mobile devices, then it might e worthwhile to keep this platform in the mix.