AdTheorent® Releases Q3 Mobile Ad Performance Report Summary for Auto Industry

Most Effective Secondary Engagement CTAs Included Visiting a Brand's Landing Page, Viewing Product Features and Comparisons as well as Watching a Video

AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today announced summary findings from internal auto industry mobile ad performance analyses conducted across its network during Q3 of 2014. Tapping its robust data-driven predictive modeling platform, the Company analyzed user engagement with approximately 117 million mobile impressions in the auto vertical for insights regarding the highest performing secondary engagement actions as well as household incomes, display sizes, locations and other outside factors that influence mobile advertising engagement. AdTheorent’s auto category campaigns outperformed the industry’s auto average1 by 363 percent.

Mobile Rich Media Advertising Drove High Secondary Engagement For Auto Brands

  • Secondary ad engagement within Rich Media units for Q3 was 109% higher than industry average
  • Top secondary actions were:
    1. Visiting the brand’s landing page
    2. Viewing product features and comparisons
    3. Watching a video

“As more and more automotive brands shift dollars to mobile, it’s exciting to see the level of secondary engagement across AdTheorent’s network in this vertical,” said Jason Han, AdTheorent’s Director of Data and Analytics. “Mobile’s ability to deliver very tailored, location-based information to the user, coupled with highly dynamic, engaging creative is a natural fit for the auto vertical. When advertisers provide something very relevant, valuable and actionable to the consumer, they are able to create a good brand experience and ultimately, engagement and ROI.”

High Income Levels Yielded High Mobile Advertising Engagement for Auto

When household income was:

  • $120-130K – Engagement was 514% higher than industry average
  • $70-80K – Engagement was 455% higher than industry average
  • $60-70K – Engagement was 386% higher than industry average

When Temperatures Were Unexpectedly Cool, Engagement Rose

Data from the auto category shows that engagement is inversely correlated to weather conditions:

  • When temperatures were 33-50 degrees, engagement rates were 395% higher than industry category average
  • Temperature ranges between 51-69 degrees delivered the second highest engagement rate

The Top Performers

  • Females outperformed males, delivering an 8% higher engagement rate
  • Users on a cellular network delivered a 6% greater engagement rate (compared to users on Wi-Fi)
  • Mobile Apps outperformed Mobile Web by 57%
  • Tablet users delivered 7% higher engagement than smartphone users
  • Larger display sizes delivered higher engagement:
    1. Rich Media Interstitial Tablet (768×1024)
    2. Mobile Display Interstitial Phone (320×480)
    3. Rich Media Interstitial Phone (320×480)
  • The top five states were:
    1. Delaware
    2. Pennsylvania
    3. Oregon
    4. New Jersey
    5. Rhode Island

About the Data

AdTheorent’s technology platform analyzed nearly 120 million auto campaign impressions across its mobile ad network during the period of July 1, 2014 and September 30, 2014. The data set was pulled from ad campaigns of 13 of the largest auto brands in the US. To view a summary infographic of AdTheorent’s findings, please visit this link.

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

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