AdTheorent releases Q4 mobile ad performance report


iphoneAdTheorent, the largest 2nd generation mobile ad network, analyzed 1.2 billion impressions from electronics advertising campaigns in the quarter for insights regarding the highest performing ad units, operating systems and devices as well as outside factors that influence mobile advertising engagement.

Some highlights:

• Ads within apps had a 36% higher Click Thru Rate (CTR) than the mobile web; rich media ads delivered a 58% higher CTR than banner ads

• The media verticals that produced the highest overall CTR for mobile electronics ads were entertainment, games and business

• Android ruled user engagement with 44% higher CTR than iOS and 88% higher than Windows

• The Samsung Galaxy smartphone series had the highest overall CTR and ads running on the Nokia Lumia performed the worst

• The best performing tablet device was the Samsung Galaxy Note and interestingly, CTR on this tablet was 226% higher than on the iPad

Believe it or not, the report notes that advertisers should consider weather factors to achieve higher CTR: “Humidity plays a role in CTR. Nationwide, the highest average CTR was achieved when there is very low humidity.”

However, AdTheorent discovered regional engagement increased when humidity levels were at their most ‘normal’:

•The Northeast and New England had the highest CTR when humidity was 75-100%

• The West Coast had the highest CTR when humidity was extremely low

Precipitation impacted CTR as well. Overall, CTR was 8% higher when it was raining. However, regionally:

• The Northern Region had the highest CTR when is was raining heavily

• The West Coast experienced the highest CTR when it was not raining

Temperature also played a role in CTR. In the Northeast, CTR was highest when the weather was above 88 degrees — representing a 58% increase compared to when the temperatures were low, between 33 and 50 degrees. The Great Lakes region saw the highest CTR compared to all other markets when temperatures were between 33 and 50.

In analyzing multiple factors across certain groups, AdTheorent’s engagement data revealed certain subsets of “power users” (considering myriad user traits) who drive higher CTR as compared to average mobile users. For example:

• Females in the Atlantic Coast, Southeast and West Coast using an iOS device for entertainment apps had a 106% to 130% higher CTR

• Females on the West Coast using an iOS device on a social networking app had a 106% higher CTR

• Males in the Northeast showed 89% higher CTR when using an iOS device on social networking apps

AdTheorent’s technology platform analyzed more than 1.2 billion impressions across its mobile ad network for electronics campaigns during the period of October 1, 2013 through December 25, 2013. The data set was pulled from ad campaigns of six of the largest electronics companies in the US.