AdTheorent finds mobile ad engagement for alcoholic beverage campaigns outperforms industry average
According to the latest report from data-driven predictive solutions provider, AdTheorent, engagement for Beer, Wine and Spirits category campaigns outperformed the industry average by 176% during Q3 2015. To take a closer look at this category, AdTheorent looked at user engagement across 110.5m impressions on its data-driven predictive modeling platform. Rich media ads drove 76% higher engagement and secondary ad engagement within rich media was 362% above industry average. Among the top secondary actions are viewing branded videos, social actions as well as visiting a company’s website.
Beer, Wine and Spirits category outperforms industry average for engagement
Other findings include that mobile apps outperformed web sites by 37%. iOS devices outperformed Android by 110% and unsurprisingly engagement on WiFi was greater than on cellular. Weather also had an impact on engagement, with cooler temperatures driving the highest engagement.
Mobile apps outperform mobile web
The top performing app verticals were photo and video apps at 431%, music apps (249%) and social apps (203%). In addition, AdTheorent found that older couples with an income of $150,000+ HHI performed 195% higher than the industry average. Females with children performed second highest at 179%.
Photo and video apps performed best for engagement
Jason Han, Senior Director of Data and Analytics, AdTheorent, says:
“AdTheorent’s data-driven machine learning platform is able to identify and model data points that drive engagement for brands in real-time. It’s always interesting and educational to examine the factors and conditions that move the needle for a brand in a given campaign, and we use these insights to guide future campaigns. While examining the results of the Beer, Wine & Spirits vertical, we identified the impact of immersive experiences. The data clearly shows that for this vertical, rich media executions including video and social functionality were able to engage the user and drive significantly higher interaction.”