AdTheorent® Releases Q3 Mobile Ad Performance Report Summary for Beer, Wine & Spirits Vertical

Rich Media Outperforms Display and Delivers 362% Higher Secondary Ad Engagement Compared to Industry Average

AdTheorent, Inc.,a technology company whose data-driven predictive solutions are transforming digital advertising, today 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.

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 here.

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

2. App categories defined by App Store data

Press Inquiries

PenVine for AdTheorent
Jennifer Schenberg

Melanie Berger