AdTheorent® Releases Q4 Mobile Ad Performance Report Summary for Fashion and Apparel Industry

Fashion and Apparel Industry Most Effective Secondary Engagement CTAs Included Watching a Video, Visiting a Brand's Landing Page, Using a Store Locator and Learning More About Product Features

AdTheorent, Inc., a technology company whose data-driven predictive solutions are transforming mobile advertising, today announced summary findings from internal fashion and apparel industry mobile ad performance analyses conducted across its network during Q4 of 2014. Tapping its robust data-driven predictive modeling platform, the Company analyzed user engagement across approximately 122 million mobile impressions in the fashion and apparel vertical for insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement. AdTheorent’s fashion and apparel category campaigns outperformed the industry’s retail average1 by 171 percent.

Mobile Rich Media Advertising Drove High Secondary Engagement For Fashion and Apparel Brands

Secondary ad engagement within Rich Media units for Q4 was 88% higher than the industry average. AdTheorent’s data revealed that secondary action is highest when users are given seamless access to information and content that they desire. Top secondary actions included:

  1. Watching a video
  2. Visiting a brand’s landing page
  3. Using a store locator
  4. Learning more about product features and comparisons

Mobile App Engagement Was Strong – Especially Entertainment and Social

Mobile apps outperformed mobile web sites by 113%:

  • Entertainment apps delivered 160% higher engagement than weather apps
  • Social apps delivered 97% higher engagement than news apps

Consumers Respond More Favorably to Mobile Advertising Close To Holidays

Engagement rates rise as key shopping holiday periods approach:

  • Engagement was the highest on December 19, 2014, with a 581% higher engagement rate than industry average

When aggregated at the weekly level, the week before Thanksgiving and the two weeks before Christmas showed the most engagement:

  • 11.17 – 11.23: 237% higher engagement
  • 12.15 – 12.21: 331% higher engagement
  • 12.22 – 12.28: 329% higher engagement

“Mobile plays a huge role in holiday shopping for consumers and we’re thrilled to see such strong engagement rates during this crucial period for fashion and apparel brands,” said Jason Han, AdTheorent’s Director of Data and Analytics. “Whether consumers are shopping from their devices, researching future purchases or seeking special offers, secondary actions within rich media units were extremely high — indicating quality engagement and favorable brand interaction. It’s also interesting to note that consumers were more likely to engage with mobile advertising as key holidays approached, which is a useful insight for future planning purposes.”

High Income Levels Yielded High Mobile Advertising Engagement for Fashion/Apparel

When household income was:

  • $120-130K – Engagement was 210% higher than industry average
  • $80-90K – Engagement was 194% higher than industry average
  • $60-70K – Engagement was 181% higher than industry average
  • $90-100K – Engagement was 179% higher than industry average

The Top Performers

  • Males outperformed females, delivering a 13% higher engagement rate
  • Users on a Wi-Fi network delivered an11% greater engagement rate (compared to users on a cellular network)
  • iOS users delivered 30% higher engagement than users on Android
  • Tablet users delivered a 10% higher engagement than smartphone users
  • Top five devices:
    • Kindle Fire
    • Samsung Galaxy Light
    • iPad
    • Samsung Galaxy Exhibit
    • Samsung Galaxy Tab 3
  • Top five states:
    • Rhode Island
    • Kentucky
    • New York
    • Florida
    • Ohio

About the Data

AdTheorent’s technology platform analyzed more than 120 million fashion and apparel campaign impressions across its mobile ad network during the period commencing October 1, 2014 and ending December 31, 2014. The data set was pulled from ad campaigns of nine of the largest fashion and apparel 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

Press Inquiries

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Melanie Berger