Rich Media Outperforms Display and Delivers 362% Higher Secondary Ad Engagement Compared to Industry Average
NEW YORK – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming digital advertising, announced summary findings from the Beer, Wine & Spirits industry mobile ad performance analyses conducted across its network during Q3 of 2015. Tapping its robust data-driven predictive modeling platform with a focus on the Beer, Wine & Spirits vertical, the Company analyzed user engagement across approximately 110.5 million impressions, seeking insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement. AdTheorent’s Beer, Wine & Spirits category campaigns outperformed the industry average1 by 176 percent.
Check out what drives Q3 mobile ad performance for beer, wine & spirits vertical from @AdTheorent: http://bit.ly/1lOPdYx #predictive
Rich Media Advertising Delivered for the Beer, Wine & Spirits Campaigns
Rich media drove strong ad engagement in Q3 — 76% higher than the industry average. Secondary ad engagement within rich media units was 362% higher than industry average.
The top secondary actions included:
1. Viewing a mobile brand video
2. Social actions
3. Visiting a company website to learn more about a product
Strong Mobile App Engagement Across Beer, Wine & Spirits Campaigns – Photo/Video, Music and Social Apps Proved Impactful
Mobile apps outperformed mobile web sites by 37%:
- Photo/Video2 apps delivered 431% higher engagement than entertainment apps
- Music apps delivered 249% higher engagement than weather apps
- Social apps outperformed sports apps by 203%
“AdTheorent’s data-driven machine learning platform is able to identify and model data points that drive engagement for brands in real-time. It’s always interesting and educational to examine the factors and conditions that move the needle for a brand in a given campaign, and we use these insights to guide future campaigns,” said Jason Han, AdTheorent’s Senior Director of Data and Analytics. “While examining the results of the Beer, Wine & Spirits vertical, we identified the impact of immersive experiences. The data clearly shows that for this vertical, rich media executions including video and social functionality were able to engage the user and drive significantly higher interaction.”
Weather Made an Impact for Beer, Wine & Spirits Campaigns
Cooler temperatures as well as high humidity drove higher engagement:
- Cooler temperatures (between 51-69 degrees) yielded highest engagement
- High humidity levels (90-100%) drove engagement that was 33% higher than low humidity ranges (0-25%)
AdTheorent’s predictive modeling engine uncovered the following key attributes among the most engaged consumer segments within the Beer, Wine & Spirits vertical:
- Segment 1 (195% higher engagement compared to industry average)
- Couples
- $150,000+ HHI
- 51-65
- Living in metropolitan markets
- Cruise ship vacation within the last three years
- Segment 2 (179% higher engagement compared to industry average)
- Female with child
- Electronics early adopter
- Health and fitness enthusiast
- Theme park visitor
The Top Performers
- Females slightly outperformed males, delivering a 12% higher engagement rate
- Users on Wi-Fi networks delivered a 17% greater engagement rate than users on cellular networks
- iOS delivered 110% higher engagement compared to Android
- Users on tablets outperformed users on smartphones
- Top five devices:
1. LG Optimus Fuel
2. iPod Touch
3. iPhone
4. iPad
5. LG Tribute
- Top five states
1. South Dakota
2. Louisiana
3. Mississippi
4. Maine
5. Rhode Island
About the Data
AdTheorent’s technology platform analyzed more than 110.5 million Beer, Wine & Spirits campaign impressions across its digital ad network during the period commencing July 1, 2015 and ending Sept. 30, 2015. To view a summary infographic of AdTheorent’s findings, please visit: http://www.adtheorent.com/research/q3-mobile-ad-performance-report-beer-wine-spirits
About AdTheorent®
AdTheorent is a technology company that is transforming digital 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 platform 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 provides the most comprehensive cross-device ID mapping infrastructure in market, featuring more than 242 million unique IDs mapped to extensive 1st, 2nd and 3rd party data sources, including 101 million US households. As a mobile-first Data Management Platform, AdTheorent is uniquely positioned to match offline and online data to mobile at scale, affect cross-device targeting and break new ground in media attribution including physical activity such as purchase.
AdTheorent’s Barometric® measurement and analytics solution features 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
2. App categories defined by App Store data
via BusinessWire
