Medialets Servo is a mobile ad serving platform that delivers all types of mobile ads across various mobile environments. This case study analyzed data from Q2-Q3 2015 to compare performance of B2B versus B2C mobile campaigns on the platform. Key findings include: B2B campaigns had higher click-through rates on tablets than phones, yielded twice as many tablet impressions as B2C campaigns, and had 70% less invalid traffic than B2C benchmarks. B2B campaigns also showed consistent performance across days of the week with peaks in impressions and clicks occurring at night. The case study demonstrates how analyzing mobile campaign performance can help strategically plan media buys.

1. Medialets Servo B2B
Mobile Case Study

2. Product and Case Overview

3. Static/Standard
Any Rich Media
VAST (video)
4th-Party Tags
Tracking Pixel
Conversion Pixel
Mobile Search
Native Ads
Every Type of Mobile Creative
Pubs &
Networks
Handsets
Apps
Exchanges
& DSPs
Tablets
Web
Every Type of Mobile Environmentto
Delivers
Servo is MRC-Accredited and Delivers Everything, Everywhere on Mobile

4. This report includes analytics derived from more than 2.5 billion data points from
Medialets’ mobile ad serving platform.
Campaign Details:
• Data from Q2 and Q3 2015, in EST
• Mobile Static Ads
• App and Web Inventory
• Handset and Tablet Targeting
This case study highlights B2B campaign performance while also comparing that
data against B2C benchmarks from the same time period.

5. B2B tablets had a 20% higher click-through rate than handset devices, consistent
with the B2C benchmark.

6. B2B strategically tailored their media plan to leverage higher tablet performance,
yielding twice the B2C tablet distribution.

7. B2B used very clear call-to-action to effectively run smaller ads, while B2C
campaigns attracted consumers’ attention with larger ads.

8. Audience reach strategy was greatly varied between B2B and B2C campaigns.

9. Click-through rate performance was consistent performance across
environments for both B2B and B2C.

10. B2B had 70% less invalid traffic than the B2C benchmark.

11. B2B Campaign Time Analysis

12. B2B had consistent impression delivery and click performance across days of
the week.

13. However, impression delivery and click performance peaked at night.

14. Specifically, click performance peaked at midnight EST.

15. B2B Case Study Takeaways
• Use performance, audience reach, and date-time analysis to
strategically plan your media.
• Use call to action to improve campaign performance.
• Using an MRC accredited mobile ad server, B2B marketers can
access:
 Accurate mobile measurement across all mobile formats
 Full mobile insights across devices, environments and
inventory sources
 Streamlined workflow to manage all mobile campaigns with
a centralized platform

16. Appendix

17. Glossary of Terms Used in this Report
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).
Click
The measurement of a user-initiated action on an ad element (advertisement) which transfers the
user from a publisher app or site to an advertiser app or site.
Click-Through Rate (CTR)
Ratio of total valid clicks to total valid impressions.
Invalid Traffic Rate
Ratio of invalid impressions (bots, spiders, and other non-human traffic) to total impressions (valid
+ invalid impressions).
All date and time analysis was done in EST.