AdTheorent Provides New Insight on Mobile Ad Performance

AdTheorent Provides New Insight on Mobile Ad Performance 300x150 AdTheorent Provides New Insight on Mobile Ad PerformanceThis week, AdTheorent, a 2nd generation mobile ad network, rolled out the red carpet for its summary findings from internal entertainment industry mobile ad performance analyses conducted across its network during Q1 of 2014.

The company tells MMW that it analyzed user engagement with approximately 100 million mobile impressions in the entertainment vertical (of AdTheorent’s roughly 1 billion impressions processed for the quarter) for insights regarding the highest performing ad units, operating systems and devices, as well as outside factors that influence mobile advertising engagement.

Among other findings, AdTheorent’s entertainment category campaigns outperformed the industry’s entertainment average engagement by 155 percent.

Not too shabby.

In the Entertainment vertical, the company explains, “temporal proximity to a premiere or show date had a direct impact on mobile ad engagement.”

For example, engagement within Rich Media and mobile display was 28.7 percent higher during the final quarter of a campaign (as compared to the first quarter of the campaign).

Additionally, video Completion Rates were 67.2 percent higher during the final quarter of the campaign (as compared to the first quarter of the campaign).

“Entertainment as a genre lends itself to the dynamic capabilities of the mobile medium, and when you couple that with compelling creative and real-time data models that predictively identify and target the right audience, you see amazing engagement rates whether we’re talking CTR or beyond the click,” says Anthony Iacovone, CEO and Co-Founder of AdTheorent.  “We’re excited about the mobile advertising insights for the Entertainment category that we gleaned this quarter and are pleased to share with marketers to continue propelling mobile advertising as an industry, but even more importantly, to continue delivering return on investment that exceeds expectations.”



This post was written by:

- who has written 6079 posts on Mobile Marketing Watch.


Contact the author