This report analyzes data from January to June 2014 on Medialets' mobile advertising platform. Key findings include: - Static ads are highly effective for driving app downloads and site visits, especially banner ads sized 300x250. - Rich expandable ads are very successful in boosting user engagement and time with brands. - Video ads work best when conveying messages in the first 75% of content. - Ad networks and premium publishers have the lowest invalid traffic and highest campaign performance.

1. Medialets Mobile & Tablet
Advertising Benchmarks
This report includes analytics derived from more than 300 billion
data points that occurred between January 1st and June 30th, 2014
on Medialets’ mobile and tablet ad serving platform.

3. Consumers use handsets much more than tablets.
Consumers use apps more than mobile web.
Therefore, more impressions are served to those environments.

4. Ads on tablets attract 44% higher CTR than those on handsets.
Ads on mobile apps perform 2x better than those on mobile web.

5. As a vertical, Retail utilizes mobile advertising the most,
followed by Technology, B&F, and CPG.

6. Travel & Entertainment ads appeal to consumers so much
that their average CTR is 60% higher than ads for other verticals.

8. 6x more Static ads are served to handsets than tablets.
50% more Static ads are served to apps than mobile web.

9. Ads on tablets and on apps attract higher CTR.

10. The delta in CTR performance of Banner vs. Interstitial
ad formats is much larger on tablets than on handsets.
*Static Interstitial represented a smaller subset of campaigns, however the data included was still statistically significant

11. For Static ads, the 300x250 Banners are the highest
performing ad size on both handsets & tablets.

12. Attribution of view-through is tremendously
important for lifting campaign conversion rates.

14. 10x more Rich Media ads are served to handsets than tablets.
30% more Rich Media ads are served to apps than mobile web.

15. Whether on handsets or tablets, Rich Media ads that
take up about half the page yield the highest engagement.

16. Expandable units are the most popular
among all Rich Media ad formats.

17. Rich Expandable units translate to
significant time spent with the brand.

18. Rich Expandables enjoy a 2.8x higher
expand rate on handsets than on tablets.

19. Embedded video is the most popular Rich Media creative
feature, found in over half of all Rich Media campaigns.

20. Brands should try to get their key messages
across in the first 75% of video content.

22. Publishers & Networks combined represent
nearly 80% of all mobile impressions.

23. DSPs & Exchanges are the fastest growing
mobile inventory sources.

24. Ad Networks & Premium Publishers typically
command 2x+ better CTR performance than DSPs or Exchanges.

25. Invalid traffic from DSPs remains an important consideration
with over 2x more bots, spiders, and other non-human traffic
detected than on Premium Publishers or Ad Networks.

26. Significantly more handset ads
are served than tablet ads. This
is a reflection of higher handset
usage by consumers.
Distribution of impressions is
relatively similar between app &
mobile web properties with a
slightly higher slant to apps.
Static ads are highly effective for
driving consumers to app
downloads and for increasing
landing page visits.
Rich Expandable ads are very
effective for driving user
engagement and time spent
interacting with the brand.
Video within Rich Media ads is a
popular choice to create brand
awareness and to drive brand
engagement.
Video campaigns should convey
brand messaging during the first
75% of the video content while
most users are engaged.
Ad Networks and Publishers
have the lowest invalid traffic
rates and highest campaign
performance (in terms of CTR).
Exchanges and DSPs are the
fastest growing inventory source
for mobile campaigns, but
additional review is
recommended as they have
higher invalid traffic rates.
Inclusion of view-through
attributions significantly
increases total conversions.
Summary of Key Takeaways

27. APPENDIX

28. 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-Through Rate (CTR)
Ratio of total valid clicks to total valid impressions.
Engagements
Any interactions with a Rich Media ad other than
expansion or dismiss.
Engagement Rate
For expandable ads, engagement rate is the ratio of
impressions where one or more engagement occurred to
total expands. For rich banners & rich interstitials,
engagement rate is the ratio of impressions where one or
more engagement occurred to total valid impressions.
Video Completion Rate
Number of times that at least 25%, 50%, 75% or 100% of
the video was watched.
View-Through Conversion
When a conversion event occurs (as defined by the
brand) after a user saw an ad on app or mobile web but
did not click-through.
Click-Through Conversion
When a conversion event occurs (as defined by the
brand) after a user saw an ad on app or mobile web that
they then clicked on.
Expansion Rate
Ratio of total expands to impressions. Note that
expands are not counted toward engagement rate.
Expansion Duration
The average amount of time in seconds when users
expanded and interacted with a Rich Expandable ad.
Invalid Traffic Rate
Ratio of invalid impressions (bots, spiders, and other
non-human traffic) to total impressions (valid + invalid
impressions).

29. Medialets is the most advanced media measurement company
in mobile advertising. Servo™, Medialets’ core product, is an ad
server developed from the ground up for device-based campaigns,
allowing the world’s top marketers to measure complete ROI,
tracking all conversions across all user sessions. Servo is also the
only buy-side mobile ad server to receive Media Rating Council
(MRC) accreditation for display impressions and clicks. Global
agencies like Publicis Groupe, Omnicom Media Group, Interpublic
Group and more use Servo to support 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 @medialets