According to findings by mobile ad solutions company, AdTheorent, travel and tourism industry mobile ad performance during Q2 2015 outperformed the industry average by 166%. The findings are based on an analysis of 177.7m mobile impressions among mobile users.
AdTheorent provides a real-time mobile engagement solution
The company also found that rich media generated some of the strongest ad engagement during the second quarter at 42% above the industry average. Secondary ad engagement within rich media was 40% higher. Consumers spent an average 21.01 seconds interacting with travel and tourism rich media units, 59% above the average. Other high scoring actions included: watching a mobile branded video, visiting a company website for a product, signaling travel intent and social actions.
As an example, among those most engaged were female singles without children, with an income of $225,000+ per year. This segment had a 200% higher interaction rate than industry standard. Females outperformed males at a rate of 19%.
Jason Han, Director of Data and Analytics, AdTheorent, explains:
“Rich media provides a very immersive and engaging experience for consumers, and we are thrilled to have seen high initial and secondary engagement rates across the AdTheorent network for travel and tourism brands in Q2. In addition to high engagement rates, consumers spent a great deal of time interacting with our rich media units, which underscores the benefits of combining compelling creative with sophisticated targeting.”
Mobile apps for travel campaigns outperformed mobile web sites by 64%, with business apps delivering 519% more engagement than entertainment apps.