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Mobile & Tablet Ad Attribution Benchmarks Report Q3 2014, by Medialets

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This report includes analytics derived from more than 240 billion data points that occurred between July 1st and September 30th, 2014 on Medialets’ mobile and tablet ad serving platform.

With the upcoming holiday season, this report focuses on campaigns that had attribution measurement enabled and that drove consumers to complete conversion actions on mobile and tablet devices.

Published in: Marketing

Mobile & Tablet Ad Attribution Benchmarks Report Q3 2014, by Medialets

  1. 1. Mobile & Tablet Ad Attribution Benchmarks Report This report includes analytics derived from more than 240 billion data points that occurred between July 1st and September 30th, 2014 on Medialets’ mobile and tablet ad serving platform. With the upcoming holiday season, this report focuses on campaigns that had attribution measurement enabled and that drove consumers to complete conversion actions on mobile and tablet devices.
  2. 2. Devices and Environments
  3. 3. Overall conversion rates are highest on tablet.
  4. 4. On handset, consumers convert somewhat more often from app than web.
  5. 5. On tablet, consumers convert far more often from app than web.
  6. 6. Banners with leaderboard proportions (wide & short) are most effective at driving conversions.
  7. 7. Without view-through tracking, the majority of mobile conversions would go unattributed to mobile ad exposure.
  8. 8. View-through attribution reveals a large number of previously unaccounted for conversions, most noticeably on tablet.
  9. 9. Inventory Sources
  10. 10. Impressions are distributed relatively evenly across the three main types of inventory sources: Publisher, Network, & Programmatic.
  11. 11. Inventory on Publishers & Networks drives considerably higher conversion rates than Programmatic sources.
  12. 12. On handset, Publisher inventory generates higher conversion rates than Network inventory.
  13. 13. On tablet, Network inventory generates significantly higher conversion rates than Publisher inventory.
  14. 14. View-through conversion lift is highest and second highest on Exchanges & Publishers, respectively.
  15. 15. Industry Verticals and Conversion Goals
  16. 16. The primary conversion goals for each of the leading industry verticals vary based on their KPIs.
  17. 17. Attribution Insights: Credit Card Sign-Up
  18. 18. In contrast to overall conversion rates, consumers complete more credit card sign-ups on handset than on tablet.
  19. 19. Peak days for credit card sign-up conversions are in the middle of the week.
  20. 20. Peak times for credit card sign-up are during the midday lunch hours.
  21. 21. 80% of attributed credit card sign-ups occur within one week of ad exposure.
  22. 22. Significantly more completed credit card sign-up conversions are measured when view-throughs are attributed.
  23. 23. Attribution Insights: Purchase
  24. 24. In contrast to the overall conversion rates, consumers are more likely to make purchases on tablet web than on tablet app.
  25. 25. Purchase conversions occur relatively evenly throughout the week with slight increases on Saturdays and Wednesdays.
  26. 26. Peak times for purchases are during the evening, closely followed by daytime.
  27. 27. Most attributed purchase conversions occur 11am–12pm & 7pm–8pm.
  28. 28. 80% of purchase conversions occur within two weeks of ad exposure.
  29. 29. Significantly more purchase conversions are measured when view-throughs are attributed.
  30. 30. Summary of Key Takeaways Consumers’ mobile purchases are pretty consistent across the week with peaks on Saturdays and evenings. These tend to be heavier tablet usage times and data indicates higher tablet purchase rates than those on handset. A campaign’s attribution lookback window should be multiple days to capture all conversions. For example, to capture ~80% of all transactions, submitting mobile credit card applications requires one week and mobile purchase requires two weeks. Publishers, followed by Network, have significantly higher conversion rates compared to Exchange/DSP. When running a mobile attribution campaign, having a mix of inventory sources is recommended to create trade-offs between media cost and performance. When running on programmatic inventory, measuring view-through conversion is critical for successful mobile ROI measurement. Unlike overall average, consumers are more likely to complete mobile applications on handsets than on tablets. Peak days for completing applications are mid-week. Peak times are during lunch hours. Overall conversion rates are highest on tablet (vs. handset) and on app (vs. web). Therefore, when running a mobile conversion campaign, correctly attributing between app and web environments is critical to driving performance. The best converting ad sizes are [300/320]x50 Mini-Leaderboards on handsets and [728/1024]x90 Leaderboards on tablets. View-through reveals a large number of previously unaccounted for conversions; hence view-through is critical to measure mobile campaign ROI. View-through significantly increases ROI across devices, environments, verticals, and types of conversion.
  31. 31. Appendix
  32. 32. Impressions Number of times Medialets counted that a mobile ad was delivered to a valid audience (not to a bot, spider, or other non-human traffic source) Conversion When end users complete the primary goal of the ad campaign (as defined by the brand) Attribution Assigning credit to the event(s) or user action(s) responsible for conversions View-Through Conversion When a conversion occurs (as defined by the brand) after the user saw an ad in an app or mobile web page but did not click through Click-Through Conversion When a conversion occurs (as defined by the brand) after a user saw an ad on app or mobile web that they then clicked on Total Conversions Sum of all view-through conversions & click-through conversions Conversion Rate Ratio of total conversions to total valid impressions View-Through Conversion Lift Amount by which attributing view-through conversions increases overall conversion rate vs. counting only click-through conversions Programmatic Inventory Inventory on Exchanges and DSPs includes open marketplace inventory (excluding private exchanges). Purchase Mobile purchase including buying products or subscriptions Credit Card Sign-Up Credit card or other financial product application completion Product Page View Visit product info page, find nearest store location, etc. Compound Conversions (Multi-Action) Product information funnel showing relative levels of brand engagement Glossary of Terms Used in this Report Types of Conversions
  33. 33. Medialets is the creator of Servo™, the only technology that helps marketers manage and measure the complete ROI of mobile ad campaigns. Servo is also the only buy-side mobile ad server to receive Media Rating Council (MRC) accreditation for display impressions and clicks. Partnered with all five of the top five agency holding groups including Publicis, Omnicom and Interpublic, Medialets’ Servo supports clients like P&G, American Express, Toyota, HBO, and other global brands. Founded in 2008 and venture-backed by Foundry Group, DFJ Gotham Ventures, and Greenspring Associates among others, Medialets is headquartered in New York City with offices in London, Chicago, and Los Angeles. To learn more, visit: http://www.medialets.com/ and follow us on Twitter.

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