Rich Media Drives Strong Engagement and Secondary Ad Actions including Mobile Video Views, Product Comparison and Purchase Now
NEW YORK – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, announced summary findings from internal electronics industry mobile ad performance analyses conducted across its network during Q1 of 2015. Tapping its robust data-driven predictive modeling platform, the Company analyzed user engagement across approximately 193 million mobile impressions in the electronics vertical for insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement. AdTheorent’s electronics category campaigns outperformed the industry’s electronics average1 by 246 percent.
These results illustrate not only the importance of compelling creative and calls to action, but proper targeting.
Mobile Rich Media Advertising Drove High Engagement and Secondary Engagement For Electronics Brands
Rich media drove strong ad engagement in Q1, delivering engagement that was 200% higher than the industry average. And, secondary ad actions within rich media units were 25% higher than industry average.
Within this category, Android and iOS both performed above industry average, but Android drove the strongest engagement (29% higher than industry benchmark). Additionally, tablets significantly outperformed smartphones by 62% in terms of secondary rich media engagement.
AdTheorent’s data revealed strong secondary actions in the Electronics vertical, with engagement highest when users were given seamless access to desired content. Top secondary actions included:
- Viewing a mobile brand video
- Visiting a company website to learn more about a product
- “Buy now“ calls to action
“As more and more advertisers leverage the unique capabilities that mobile has to offer and move away from static banners and click-through rate as the KPI of choice, it’s great to see such high engagement and secondary engagement rates across rich media for AdTheorent’s Q1 electronics campaigns,” said Jason Han, AdTheorent’s Director of Data and Analytics. “These results illustrate not only the importance of compelling creative and calls to action, but proper targeting.”
Mobile App Engagement Was Strong – Family, Utilities and Social Moved the Needle for Electronics Advertisers
Mobile apps outperformed mobile web sites by 73%:
- Family2 apps delivered 1242% higher engagement than Sports apps
- Utilities apps delivered 393% higher engagement than Weather apps
- Social apps outperformed Health & Fitness apps by 183%
Bad Weather Drove Results for Electronics Campaigns in Q1 — Advertisers should consider weather factors to achieve higher engagement
Data from the Electronics category shows that engagement is highest:
- When it is cold
- Temperature ranges of 32 degrees and below yielded the highest engagement (317% higher than the category average)
- The second coolest temperature range (33-50 degrees), drove the second highest engagement (251% higher than the category average)
- When it is rainy
- When precipitation was at heavy levels, engagement was 319% higher than the category average
- Moderate precipitation delivered 254% higher engagement
- When it is humid
- When humidity was high (90-100%), engagement was 34% higher than low humidity ranges (0-25%)
The Top Performers
- Females slightly outperformed males, delivering an 8% higher engagement rate
- Users on Wi-Fi networks delivered a 167% greater engagement rate (compared to users on cellular networks)
- iOS users delivered 38% higher engagement than users on Android
- Top five devices:
- Kindle Fire HD 7
- Samsung Galaxy Tablet
- Nokia Lumia 1520
- LG G Pad 7.0
- Top five states
- Rhode Island
- New Jersey
About the Data
AdTheorent’s technology platform analyzed more than 193 million electronics campaign impressions across its mobile ad network during the period commencing January 1, 2015 and ending March 31, 2015. To view a summary infographic of AdTheorent’s findings, please visit: http://www.adtheorent.com/research/q1-mobile-ad-performance-report-electronics
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.
- DG MediaMind, “Mobile Benchmarks,” Dec. 18, 2013
- App categories defined by App Store data