AdTheorent® Releases Q4 Mobile Ad Performance Report Summary for Fashion and Apparel Industry

Most Effective Secondary Engagement CTAs Included Watching a Video, Visiting a Brand’s Landing Page, Using a Store Locator and Learning More About Product Features

NEW YORK – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today announced summary findings from internal fashion and apparel industry mobile ad performance analyses conducted across its network during Q4 of 2014. Tapping its robust data-driven predictive modeling platform, the Company analyzed user engagement across approximately 122 million mobile impressions in the fashion and apparel vertical for insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement. AdTheorent’s fashion and apparel category campaigns outperformed the industry’s retail average¹ by 171 percent.
[blockquote cite=”Jason Han, AdTheorent’s Director of Data and Analytics” type=”left”]Mobile plays a huge role in holiday shopping for consumers and we’re thrilled to see such strong engagement rates during this crucial period for fashion and apparel brands[/blockquote]
Mobile Rich Media Advertising Drove High Secondary Engagement For Fashion and Apparel Brands

Secondary ad engagement within Rich Media units for Q4 was 88% higher than the industry average. AdTheorent’s data revealed that secondary action is highest when users are given seamless access to information and content that they desire. Top secondary actions included:

Mobile App Engagement Was Strong – Especially Entertainment and Social

Mobile apps outperformed mobile web sites by 113%:

• Entertainment apps delivered 160% higher engagement than weather apps
• Social apps delivered 97% higher engagement than news apps

Consumers Respond More Favorably to Mobile Advertising Close To Holidays

Engagement rates rise as key shopping holiday periods approach:

• Engagement was the highest on December 19, 2014, with a 581% higher engagement rate than industry average

When aggregated at the weekly level, the week before Thanksgiving and the two weeks before Christmas showed the most engagement:

• 11.17 — 11.23: 237% higher engagement
• 12.15 — 12.21: 331% higher engagement
• 12.22 — 12.28: 329% higher engagement

“Mobile plays a huge role in holiday shopping for consumers and we’re thrilled to see such strong engagement rates during this crucial period for fashion and apparel brands,” said Jason Han, AdTheorent’s Director of Data and Analytics. “Whether consumers are shopping from their devices, researching future purchases or seeking special offers, secondary actions within rich media units were extremely high — indicating quality engagement and favorable brand interaction. It’s also interesting to note that consumers were more likely to engage with mobile advertising as key holidays approached, which is a useful insight for future planning purposes.”

High Income Levels Yielded High Mobile Advertising Engagement for Fashion/Apparel

When household income was:

• $120-130K — Engagement was 210% higher than industry average
• $80-90K — Engagement was 194% higher than industry average
• $60-70K — Engagement was 181% higher than industry average
• $90-100K — Engagement was 179% higher than industry average

The Top Performers

• Males outperformed females, delivering a 13% higher engagement rate
• Users on a Wi-Fi network delivered an 11% greater engagement rate (compared to users on a cellular network)
• iOS users delivered 30% higher engagement than users on Android
• Tablet users delivered a 10% higher engagement than smartphone users
• Top five devices:

• Top five states:

About the Data

AdTheorent’s technology platform analyzed more than 120 million fashion and apparel campaign impressions across its mobile ad network during the period commencing October 1, 2014 and ending December 31, 2014. The data set was pulled from ad campaigns of nine of the largest fashion and apparel brands in the US. To view a summary infographic of AdTheorent’s findings, please visit: http://www.adtheorent.com/research/q4-mobile-ad-performance-report-fashion

About AdTheorent^®

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 measurement and analytics 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.

1. DG MediaMind, “Mobile Benchmarks,” Dec. 18, 2013