Celtra creative insights -- Q2 2019

Celtra Creative
Insights Report
DISPLAY | Quarterly Report, Q2 2019

Research goal:
determine what makes
an engaging display ad
Celtra Creative Insights Report focuses on mid-
funnel activities and aims to discover what drives
engagement with an ad creative.
The key metric used in this report is engagement
rate, calculated as the ratio between ad
engagements and rendered ad impressions.
Consumer
engagement
*Simplified marketing funnel

Report
framework
Creative Insights analysis consists of:
1. Overall performance
2. Understanding the impact of creative features
with relevant breakdown analysis
Throughout the report, performance of creatives
are observed through five specific dimensions:
experience, industry, region, time and environment.
Analysis dimensions:
• Ad experience
• Industry vertical
• Region
• Time of day & day of week
• Inventory environment
Analysed creative features:
• Creative personalization
• Visual effects
• Creativity features
• Location features
Report date range: 4/1/2019 - 6/31/2019
Markets: Global, all markets
Creatives included: Mobile only
Rich media (no inline or outstream video)
Min 10k impressions

Ad experiences are defined by the share of
screen size and user experience.
Interstitial
experience
Large canvas
experience*
Medium canvas
experience**
Small canvas
experience
*Includes Interscroller format where user controls how the creative is introduced. ** Includes experiences that take up 33-67% of screen size.

1.74%
0.49%
0.33% 0.32%
0.00%
0.50%
1.00%
1.50%
2.00%
Interstitial Large canvas Medium canvas Small canvas
Ad engagement rate median
Creative experiences that leverage more screen coverage continue to
drive higher user engagement.
AD EXPERIENCE
Interstitials, which easily grab user attention, consistently
show high performance, while smaller units drive better
engagement when combined with specific creative features.🤓

Ad engagement in Q2 shows greater fluctuation across industry
verticals, with the leading sectors driving high performance with
enhanced creative experiences.
1.40%
2.04%
0.47%
1.22%
1.38%
0.51%
0.93%
0.00%
0.50%
1.00%
1.50%
2.00%
Automotive Beauty & Personal
Care
CPG Overall* Entertainment Food & Beverage Retail Other
INDUSTRY VERTICAL
*The CPG Overall category is a sum of Beauty & Personal Care, Food & Beverage and other pure CPG creatives. The Beauty & Personal Care and Food & Beverage categories are also broken out separately.
Beauty & Personal Care knocks Automotive out of the lead as the best-
performer in Q2 2019, while Food & Beverage remains strong with a 45%
increase in engagement rate compared to Q1 2019.🤓

1.12%
0.63%
2.24%
0.89%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
EMEA NA LATAM APAC
Overall, following the
Q1 2019 trend, LATAM
continues to see higher
engagement rates,
while NA shows
relatively low
engagement compared
to other regions.
REGION

0.00%
0.50%
1.00%
1.50%
12:00
AM
3:00
AM
6:00
AM
9:00
AM
12:00
PM
3:00
PM
6:00
PM
9:00
PM
In Q2 2019, ads continue to perform marginally better
towards the afternoon with a spike during the lunch hours.
0.80%
0.85%
0.90%
0.95%
1.00%
1.05%
12:00
AM
3:00
AM
6:00
AM
9:00
AM
12:00
PM
3:00
PM
6:00
PM
9:00
PM
TIME OF DAY
* Time measured and shown is the time at which a user has seen an ad.

Weekend engagement continues to outperform other days
of the week.
DAY OF WEEK
0.00%
0.50%
1.00%
1.50%
Mon Tue Wed Thu Fri Sat Sun
0.80%
0.81%
0.83%
0.84%
0.85%
0.86%
0.88%
0.89%
0.90%
Mon Tue Wed Thu Fri Sat Sun

0.74%
1.19%
0.00%
0.25%
0.50%
0.75%
1.00%
1.25%
Mobile web MRAID
Creatives that run in-
app continue to see
stronger performance
compared to those that
run on mobile web.
INVENTORY ENVIRONMENT

Context-based Personalization
enables creatives to adapt on
the fly based on triggers like
time, location or weather.
Context-based
Personalization
*Example creative utilizing time-coding to personalize the experience

0.88%
0.28%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
NO Context-based
Personalization
Context-based
Personalization
Aligning with the Q1 trend,
including Context-based
Personalization does not
drive higher engagement
rates overall. However,
various personalization
tactics can significantly
improve performance when
applied to certain formats &
industries. There is no one-
size-fits-all approach!
OVERALL COMPARISON
68%

1.32%
0.35%
0.62%
1.99%
0.20% 0.25%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Interstitial Medium canvas Small canvas
When context-based personalization has more space to create a bigger
impact, it is more noticeable and engagement rates increase.
In Q2, Context-based Personalization drives the highest performance when
carried out Interstitials.
🤓
AD EXPERIENCE
NO Context-based Personalization Context-based Personalization
*Medium Banner did not meet the requirements for sample size to provide a data point.

1.01%
1.23% 1.05%
1.39%
0.69% 0.81%
0.62%
1.88%
2.59%
0.29% 0.29%
0.00%
1.00%
2.00%
3.00%
4.00%
Automotive CPG Entertainment Food & Beverage Retail Other
The Food & Beverage and Entertainment industries show the highest
engagement when leveraging Context-based Personalization.
The Food & Beverage industry took the lead as the top
performer in Q2 2019, as those ads typically incorporate
time-coding around meals like breakfast, lunch and dinner.
INDUSTRY VERTICAL
NO Context-based Personalization Context-based Personalization
🤓
*Beauty & Personal Care did not meet the requirements for sample size to provide a data point.
.25%

Visual
Effects
Visual Effects are drag & drop
motion graphic effects that
bring static creatives to life
quickly and easily.
*Example creative utilizing Ambience and Weather Visual Effects

0.88%
1.05%
0.00%
0.25%
0.50%
0.75%
1.00%
1.25%
NO Visual Effects Visual Effects
19%
Continuing the Q1
trend, creatives that
contain Visual
Effects drive higher
engagement than
those without.
OVERALL COMPARISON

1.32%
0.44% 0.35%
0.62%
2.14%
0.61%
0.28%
0.51%
0.00%
0.50%
1.00%
1.50%
2.00%
Visual Effects continue to have a substantial impact
when applied to interstitial and large canvases.
AD EXPERIENCE
62% 39%

In Q2, the Food & Beverage and CPG sectors see the opposite trend from
Q1, showing an increase in engagement for experiences with Visual Effects.
1.23%
1.05%
1.39%
0.69%
0.81%
3.39%
1.56%
3.65%
0.60%
1.13%
0.00%
1.00%
2.00%
3.00%
CPG Entertainment Food & Beverage Retail Other
INDUSTRY VERTICAL
Visual effects are a great way to
enhance product shots; making hot foods
look steamy and liquids look bubbly.
🤓
*Automotive and Beauty & Personal Care did not meet the requirements for sample size to provide a data point.

0.78%
1.19%
1.01%
1.44%
0.00%
0.50%
1.00%
1.50%
2.00%
Mobile web MRAID
21%Visual Effects drive
higher performance
regardless if
creatives run in-app
or in mobile web
environment.
30%

Creativity
Features
Creativity Features* include features like
swipe-able galleries, images users can
wipe or pan, and objects users can drag,
flip or view in 360° which all allow for
engagement beyond simple taps.
*Creativity Features include Swipey Group, Swipey Gallery,
Countdown, Stopwatch, Wipeable, Painty, Draggy and Gyro
**Example creative utilizing Wipeable Creativity Feature

0.88%
3.39%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
NO Creativity Features Creativity Features
285%
Creativity Features
continue to drive
more engagement
across all
experiences and
industries at a rate
of +2.85X.
OVERALL COMPARISON

1.32%
0.44% 0.35%
0.62%
3.62%
4.97%
3.25%
0.57%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
1020%
Creativity Features show +10x higher engagement rates
when applied to Medium and Large canvases.
1029%
AD EXPERIENCE
174% 8.77%

Creativity Features make the biggest difference in Beauty &
Personal Care, Automotive and CPG verticals.
1.01%
1.23% 1.23%
1.05%
1.39%
0.69% 0.81%
3.67%
4.06%
3.56%
3.49%
1.73%
0.96%
3.44%
0%
1%
2%
3%
4%
Care
INDUSTRY VERTICAL

0.78%
1.19%
4.01%
2.65%
0.00%
1.00%
2.00%
3.00%
4.00%
Mobile web MRAID
123%
The positive impact
of Creativity Features
is more prominent
when applied to
creatives running in
the mobile web
environments
compared to in-app.
414%

Location
Features
Location Features allow brands to
bridge the gap between the digital
and brick & mortar world.
*Example creative utilizing Location Features

0.88% 0.87%
0.00%
0.20%
0.40%
0.60%
0.80%
NO Location Features Location Features
Following the Q1
trend, Location
Features do not
have an impact on
user engagement.
1%
OVERALL COMPARISON

Location Features drive higher engagement when applied to
Food and Beverage industry creatives.
1.01%
1.23% 1.23%
1.05%
1.39%
0.69%
0.81%
1.63%
0.24%
1.37%
0.85%
2.45%
0.50%
1.28%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Care
INDUSTRY VERTICAL
NO Location Features Location Features
Using location features to point out nearby products
and store is a great way to drive user engagement.
🤓

2.01%
0.55%
2.43%
1.22%
0.00%
1.00%
2.00%
3.00%
EMEA NA LATAM APAC
Regionally, Location
Features perform
significantly better in
the LATAM markets
while NA and APAC
regions show much
lower (skeptical)
engagement rates.
REGION

Website
Insights
Ad Gallery
More Info
celtra.com
celtra.com/insights
celtra.com/gallery
info@celtra.com
More Information

Celtra creative insights -- Q2 2019

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