Jumptap: Call-to-action campaigns now a third of mobile ads

Thirty-four percent of performance-focused mobile ad campaigns incorporate calls for consumer action in lieu of directing users to a website, according to mobile ad network Jumptap. After analyzing 11 billion ad requests from 83 million unique users in May 2011, Jumptap reports that slightly more than a third of campaigns urged subscribers to click to call, click to map, click to download or click to SMS. Jumptap adds that mobile ad engagement peaks at mid-day, with click-through-rates at their lowest during the morning commute and first hours of the workday.

Google's (NASDAQ:GOOG) Android mobile operating system generated 42.4 percent of all Jumptap ad requests in May, up more than 3 percent month-over-month. Apple's (NASDAQ:AAPL) iOS is next at 30.3 percent, increasing less than a percentage over April. Research In Motion's (NASDAQ:RIMM) BlackBerry slipped almost 4 percent to 20.9 percent of Jumptap requests.

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