The Company’s Robust Data-Driven Predictive Targeting Platform Delivered Highest Engagement in Reebok International’s “Skyscape” Advertising Campaign
NEW YORK – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, announced that in a recent study conducted by professors at Quinnipiac University School of Business (“Mobile Media Effectiveness Study: May – June 2014”), AdTheorent delivered significantly higher engagement rates than two of the largest and most prominent ad networks (identified in the study as “Ad Network B” and “Ad Network C”). In the “Skyscape” campaign for Reebok International, AdTheorent achieved an engagement rate that was 388 percent of Network B’s engagement rate and 286 percent of Network C.
“We aren’t surprised by these results; however third-party data such as this is helpful validation and does illustrate the effectiveness of AdTheorent’s data-driven predictive targeting.”
“There is explosive growth in mobile advertising, and despite this fact, there is a lack of third-party research into the effectiveness of ads in this space, and we were looking to fill that void,” said Anthony Asare, Ph.D., Quinnipiac University School of Business. “We compared the performance of three leading ad networks that account for billions of mobile ad impressions per year and AdTheorent was not only the best performing company across mobile, but also the highest performer when we looked at smartphone and tablet engagement rates individually. In the study, all networks worked within the same time period, using the same creative, and the same number of impressions were served, such that the data would highlight the most effective engagement algorithm or method.”
The Mobile Media Effectiveness Study was administered independently through Quinnipiac University School of Business faculty and examined the results of a test campaign for Reebok International. Each of the three networks served 1,000,000 impressions over the course of a 30-day period across mobile phone and tablet devices. The campaign creative, provided by Carat, consisted of two units per platform – 300×250/320×50 for smartphone and 300×250/728×90 for tablet. Though the advertisement itself targeted females, networks were given no targeting parameters. The algorithms for each company were equally constrained by the following criteria: US sample, 1MM impressions, 30 days. To ensure an independent evaluation, impressions and engagement rates were tracked for all networks using both Double-Click for Advertisers (DFA) as well as self-reporting.
“We have always had very favorable experiences working with the AdTheorent team, and we are pleased with the ROI that we consistently achieve with them,” said Jessica Ruscito, Director of US Media and Digital Branding of Reebok International. “We aren’t surprised by these results; however third-party data such as this is helpful validation and does illustrate the effectiveness of AdTheorent’s data-driven predictive targeting.”
- Overall engagement: 3.50%
- Smartphone: 2.40%
- Tablet: 4.10%
- Ad Network B
- Overall engagement: .90%
- Smartphone: 1.25%
- Tablet: .55%
- Ad Network C
- Overall engagement: 1.22%
- Smartphone: 1.64%
- Tablet: .61%
“We have always said that we’re a data science company disguised as an ad network, because the way that we deliver engagement for our advertisers is based on real-time data models combined with predictive targeting,” said Anthony Iacovone, CEO and Co-Founder of AdTheorent. “Our data-driven predictive solutions are what set us apart in the mobile advertising arena, enabling us to achieve amazing ROAS for our clients. We are thrilled that this was validated in an independent study conducted at Quinnipiac University School of Business.”
To view a copy of the report, please visit: http://webspace.quinnipiac.edu/pnorberg/Mobile%20Media%20Effectiveness%20Study-2014%20FINAL.pdf
AdTheorent is a technology company that is transforming mobile advertising through data-driven predictive solutions. AdTheorent’s machine learning, tracking and deep linking technologies combine to maximize engagement and awareness for advertisers.
AdTheorent’s machine learning technology – the Real Time Learning Machine™ (RTLM) – combines millions of data attributes into precise and accurate adaptive models for the purpose of identifying optimal audiences. Powered by data-driven intelligence, AdTheorent’s platform delivers the right ad, to the right user, at the right time – all in “real time” within brand advertisers’ ROAS and performance goals.
AdTheorent’s Traktion™ solution is the mobile advertising industry’s most advanced cross-device/cross-media measurement and analytics technology, providing the “post-click and post view” signals necessary for modeling to (i.e., predicting) true user engagement and awareness.
AdTheorent’s Apptivation™ is unprecedented deep linking technology that powers “intelligent ad units,” fostering seamless and efficient user engagement. Apptivation allows brands and marketers to drive significant user interactivity with their own branded apps, social media apps, or iOS native functions such as Passbook, Calendar, Phone, Map and others.
The collective result to AdTheorent-partnered brands and marketers is higher engagement rates across any client-defined metric – The Intelligent Impression®. For more information, visit: www.adtheorent.com.