AdTheorent® Releases Q2 Mobile Ad Performance Report Summary for Travel and Tourism Vertical

Rich Media Drives Strong Engagement, Secondary Ad Actions and Consumer Time Spent Interacting with Ad Units

AdTheorent, Inc.,a technology company whose data-driven predictive solutions are transforming mobile advertising, today announced summary findings from internal travel and tourism industry mobile ad performance analyses conducted across its network during Q2 of 2015. Tapping its robust data-driven predictive modeling platform with a focus on the travel and tourism vertical, the Company analyzed user engagement across approximately 177.7 million mobile impressions, seeking insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement. AdTheorent’s travel and tourism category campaigns outperformed the industry average1 by 166 percent.

Mobile Rich Media Advertising Across Travel & Tourism Campaigns Drove High Engage-ment, Secondary Engagement and Time Spent Within Ad Unit

Rich media drove strong ad engagement in Q2 — 42% higher than the industry average. Secondary ad engagement within rich media units was 40% higher than industry average.

Additionally, travel and tourism ads across AdTheorent’s network proved extremely engaging, with consumers spending an average of 21.01 seconds interacting with the rich media units — 59% higher than the industry benchmark. Top secondary actions included:

  1. Viewing a mobile brand video
  2. Visiting a company website to learn more about a product
  3. Actions signaling travel intent (e.g., book/buy now or find a deal)
  4. Social actions

“Rich media provides a very immersive and engaging experience for consumers, and we are thrilled to have seen high initial and secondary engagement rates across the AdTheorent network for travel and tourism brands in Q2,” said Jason Han, AdTheorent’s Director of Data and Analytics. “In addition to high engagement rates, consumers spent a great deal of time interacting with our rich media units, which underscores the benefits of combining compelling creative with sophisticated targeting.”

Strong Mobile App Engagement Across Travel & Tourism Campaigns – Business, Sports and Photo/Video Apps Most Impactful

Mobile apps outperformed mobile web sites by 64%:

  • Business2 apps delivered 519% higher engagement than entertainment apps
  • Sports apps delivered 302% higher engagement than fitness apps
  • Photo/Video apps outperformed music apps by 87%

AdTheorent’s predictive modeling engine uncovered the following key attributes among the most engaged consumer segments of consumers within the travel and tourism vertical:

  • Segment 1 (200% higher engagement compared to industry average)
    • Female, single, without children
    • $250,000+ HHI
    • Foreign travel for vacations
    • Cruise ship vacation within the last three years
  • Segment 2 (192% higher engagement compared to industry average)
    • Male, married, without children
    • $175,000-199,000 HHI
    • Graduate degree
    • Cruise ship vacation within the last three years
  • Segment 3 (189% higher engagement compared to industry average)
    • Male, married, with children
    • Wealthy
    • Domestic travel for vacations
    • Visits theme parks

The Top Performers

  • Females slightly outperformed males, delivering a 19% higher engagement rate
  • Users on Wi-Fi networks delivered a 40% greater engagement rate (compared to users on cellular networks)
  • Android outperformed iOS
  • Top five devices:
    1. Kindle Fire
    2. Samsung Galaxy Note
    3. Samsung Galaxy Tablet
    4. Samsung Galaxy Light
    5. LG G Pad
  • Top five states:
    1. Minnesota
    2. Texas
    3. Kansas
    4. North Dakota
    5. South Dakota

About the Data

AdTheorent’s technology platform analyzed more than 177.7 million Travel and Tourism campaign impressions across its mobile ad network during the period commencing April 1, 2015 and ending June 30, 2015. To view a summary infographic of AdTheorent’s findings, please visit this link.

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

2. App categories defined by App Store data

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