Male and Female Millennials Deliver Highest Engagement Across Category, Trumping the Boomer Generation
NEW YORK – AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming digital advertising, announced summary findings of digital ad performance across its network, focusing on Financial Services advertiser clients, during Q4 of 2015. The Company analyzed user engagement across approximately 102.8 million impressions, seeking insights regarding characteristics of the most engaged audiences as well as other factors influencing digital ad engagement. AdTheorent-powered Financial Services campaigns outperformed the industry average1 by 127 percent.
Millennials trump boomers in financial services #digital #advertising engagement: http://bit.ly/1OZPfna
A Snapshot of Most Engaged Consumers
When examining overall engagement within Financial Services digital ad campaigns, males were slightly more engaged than females (delivering 7% higher engagement). However, in looking at age-range performance, Millennials were the most engaged age range for both audiences. Additionally, Boomers were the least engaged for both males and females.
- Males aged 25-34 delivered 31 percent higher engagement compared to males aged 55+
- Females aged 25-34 delivered 50 percent higher engagement compared to those aged 55+
AdTheorent’s predictive modeling engine uncovered the following key attributes among the most engaged consumer segments within the Financial Services vertical:
- Segment 1 (delivering 100% higher engagement)
- Female, $250,000+ HHI, residing in metropolitan markets
- Segment 2 (delivering 91% higher engagement)
- Couple with kids, living in the Midwest, and Republican
- Segment 3 (delivering 88% higher engagement)
- Male, $250,000+HHI, with multiple financial accounts and investments
In addition to these segments, performance data identified the following common attributes among those users who engaged with Financial Services ads:
- Interests: Technology, Travel, Cooking and Politics
- Past Purchases: Health products, Tools for Home Improvement and Green Living
“AdTheorent’s data-driven machine learning platform identifies optimal audiences using a myriad of demographic, psychographic and geographic data points to drive engagement for brands, and we are thrilled with the strong performance among our Financial Services campaigns,” said Jason Han, AdTheorent’s Senior Director of Data and Analytics. “There are currently 80 million Millennials in the United States, representing approximately $600 billion in spending power, which makes engagement across this influential group very interesting to advertisers.”
Weather Conditions Impacted Engagement for Financial Services Campaigns
Warmer temperatures drove higher engagement:
- Warmer temperatures (between 70-87 degrees) yielded highest engagement
- By contrast, when temperature ranges were 32 degrees and below, engagement was the lowest across the category
High humidity also drove higher engagement:
- High humidity levels (90-100%) drove the highest engagement for the category
The Top Performers
- Users on cellular networks delivered a 22% greater engagement rate than users on Wi-Fi networks
- Mobile web sites outperformed mobile apps by 70%
- App Engagement2:
- Family apps delivered 1000% higher engagement than sports apps
- Travel apps delivered 324% higher engagement than music apps
- Social apps outperformed news apps by 106%
- Performance across Android and iOS was comparable, with Android delivering 18% higher engagement
- Users on tablets outperformed users on smartphones by 62%
- Top five devices:
1. Kindle Fire
2. Samsung Galaxy Tablet 4
3. Samsung Galaxy Tablet 3
4. iPad
5. Samsung Galaxy Note
- Top five states
1. North Dakota
2. Hawaii
3. Oklahoma
4. South Dakota
5. Louisiana
About the Data
AdTheorent’s technology platform analyzed more than 102.8 million Financial Services campaign impressions across its digital ad network during the period commencing October 1, 2015 and ending December 31, 2015. To view a summary infographic of AdTheorent’s findings, please visit: http://www.adtheorent.com/research/q4-digital-ad-performance-report-financial-services
About AdTheorent®
AdTheorent is a technology company that is transforming digital advertising through user identity mapping and data-driven predictive solutions. AdTheorent’s big data mining platform and cross-environment tracking and attribution solutions help brands understand and connect with their audiences at scale.
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, which maps 550 million unique device IDs to more than 85 million US households and appends those devices with extensive 1st, 2nd and 3rd party data sources. 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.
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
