mobile audience insights report - ninthdecimal audience insights report may 2015. mobile audience...

MOBILE AUDIENCEINSIGHTS REPORTMAY 2015

Mobile Audience Insights Report

Source: NinthDecimal 2015NinthDecimal.com

AD

Table of Contents

Mobile’s Role in Product & Brand Discovery ..................................... 3

Cross-Device Trends ................................................................................. 4

Performance by Proximity ................................................................ 5—6

Mobile Programmatic Benchmark ........................................................ 7

Mobile Ad Creative Execution Benchmarks .................................8—11

Key Findings• 54% used a mobile device to shop for products before making a purchase — a 59% increase from 2013 (34%).

• Store visits increased 80% within the 1st day a mobile ad was served compared to average store visits.

• Mobile programmatic ad buyers were 8X more likely to target audiences based on ethnicity than either income or gender.

• 57% of advertisers delivered offer-based mobile ads.

• Consumers spent 5.2 seconds longer on mobile ads in Q4 2014, likely due to mobile video driving increased engagement.

2

Our Mobile Audience Insights report focuses on understanding how the role of mobile has evolved in various stages of the consumers’ path-to-purchase — from product discovery to ad experiences to purchase trends. By establishing unique benchmarks across each of these areas, we’re able to offer marketers insight into how consumers are using mobile differently than in prior years, as well as identify trends to watch as mobile’s role in the consumer shopping experience continues to change.

80% increase in store visits on the 1st day a mobile ad was viewed



Mobile’s Role in Product & Brand Discovery

3

• Shoppers were 2X more likely to discover new products/brands on a mobile device in 2014 vs. 2013. • 86% of consumers reported that they were likely to discover new products/brands on their mobile device.• 54% shopped on a mobile device over a laptop before making a purchase — a 59% increase from 2013 (34%).• 34% of consumers that shopped on a device preferred to use a smartphone over a tablet or laptop.

Likelihood to Discover Products/Brands Via Mobile

Shoppers were 2X more likely to discover new products/brands on a mobile device in 2014 vs. 2013

Shopping Behavior by Device

Very LikelySomewhatLikely

Not Likely

56%30%

14%

Tablet

Mobile 54%

20%

Smartphone34%

Laptop46%

Source: NinthDecimal 2015 Source: NinthDecimal 2015



Cross-Device Path-to-Purchase Benchmark

4

• More consumers shopped via mobile before making a purchase in 2014 (54%) vs. 2013 (34%).• While mobile shoppers still prefer to purchase in-store (47%), more made their final purchases on mobile in 2014 vs. 2013

(35% vs. 23%).• Laptop purchases remained under 20% of total purchases made by mobile shoppers.

Source: NinthDecimal 2015Source: NinthDecimal 2015

Of that 54%...Of that 34%...

In 2013, 34% shopped on a mobile device before purchasing

In 2014, 54% shopped on a mobile device before purchasing

47% Purchased

in-store35% Purchased on mobile

18% Purchased on laptops

58% Purchased

in-store23%

Purchased on mobile

19% Purchased on laptops



Average Time to First Visit Index

• Store visits increased 80% within the 1st day a mobile ad was served compared to average store visits. • Store visits remained above average for the first 6 days after consumers were exposed to an ad.

Source: NinthDecimal 2015

Store Visits by Day Following Ad Exposure vs. Avg. Visits

5

Day 1

Day A

d

Serve

d Day 5

Day 12

Day 3

Day 10

Day 7

Day 14

Day 2

Day 9

Day 6

Day 13

Day 4

Day 11

Day 8

118

180

101 107 110104 102 98

86 8375 71

78 76 79

200

150

100

50

0

Average Store Visits



Mobile Ad Performance: Proximity Index

6

• Retail mobile ads performed best when served within 2-5 miles of a store — 24% better than the average CTR. • CPG mobile ads performed best when served between 0 & 2 miles away from a store — 13% better than the average CTR. • QSR mobile ads performed 18% better than the average CTR when served within 5-10 miles of the establishment, but

underperformed when served less than 2 miles away.• Retail & CPG mobile ads served more than 10 miles away from a store underperformed, while QSR ads performed 9% better

than average at the same proximity.


0-2mi.

0-2mi.

0-2mi.

2-5mi.

2-5mi.

2-5mi.

5-10mi.

5-10mi.

5-10mi.

10-25mi.

10-25mi.

10-25mi.

In-StoreIn-StoreIn-Store

+2%

+14%

+6%

+13%

+24%

-2%

+8%

-3%

-8%

-1%

-14%

+18%

-8%

+2%

+9%

Ad Performance by Proximity to Store vs. Avg. CTR

Retail CPG QSR



Audience-Targeted Mobile Programmatic Benchmark

• Automotive brands were the greatest early adopters of audience-targeted mobile programmatic ads, making up 49% of total ad impressions.

• Almost half of audience segments targeted by mobile programmatic campaigns were tech enthusiasts (48%).• Advertisers were more than 8X as likely to target audiences based on ethnicity (25%) than income (3%) or gender (3%) in

their mobile programmatic ads.

Who Is Buying Audience-Targeted Mobile Programmatic?

Most Popular Mobile Programmatic Audience Segments

3% Income

8% Beauty

3% Gender

2% Health 7%

Auto Intenders

12% Fast Food Consumers

12% QSR

11% CPG

2% Sports

Enthusiasts

48% Tech Enthusiasts 49%

Auto25%

Ethnicity18% Big BoxRetailer

7




Mobile Ad Creative Execution Benchmark: Ad Types

8

• Since 2013, the use of rich media ad formats has increased by 28%, & standard banner has decreased by 33%.• Over 1/2 of QSR & CPG mobile ads leveraged rich media formats (non-video). • Auto & CPG verticals led in mobile video ad execution, each with over 1/3 of ads containing this format. • TelCo leveraged standard banner formats more than any other vertical — 3X more than CPG & 2X more than Auto.



Q4 2014 Ad Types

AutoAuto AutoCPGCPG

CPGReta

ilReta

ilReta

ilTe

lCoTe

lCoTe

lCoQSRQSR QSR

Mobile VideoRich Media (non-video) Standard Banner

40%

36%33%

20%

39%

23%

18%

13%

27%

53%51%

47%44%

42%

14%

Mobile Video12%

Q4 2013 Ad Types

Q4 2014 Ad Types by Vertical

32%StandardBanner

Rich Media (non-video)

51%17%

40%48%StandardBanner

Rich Media (non-video)

Mobile Video



Audience -Targeted Mobile Video Benchmark

Mobile Video Completion Rate by VerticalMobile Video Completion Rate by Quarter

• Mobile video ads across all verticals saw a 31% increase in completion rate from Q3 to Q4.• The average mobile video completion rate across all verticals was 72%.• Entertainment (89%), Auto (82%) & CPG (77%) mobile video ads experienced the highest completion rates of all verticals.• CPG mobile ads saw a greater QoQ increase in video completion rate than any other vertical (+48%).

+31% increase in video completion rate

Q3 2014 Q4 2014

Source: NinthDecimal 2015Source: NinthDecimal 2015

Q3 Q4

70% 57% 52% 52% 49% 51%89% 82% 77% 67% 62% 57%

Entertainment Auto CPG QSR Retail TelCo

+27%

+44%

+48%

+29%

+27%

+12%

9



Mobile Ad Creative Execution Benchmark: Creative Content

• On average, 57% of advertisers leveraged offer-based mobile ads. • Retail & CPG verticals delivered offer-based ads more so than any other vertical (74% & 64%, respectively).• Over 50% of CPG, Auto & TelCo mobile ads contained product reviews/information.• QSR advertisers led in ads containing location information at 57%.• Auto advertisers (39%) leveraged mobile video more than any other vertical.

74% 61% 57%57% 55% 35% 26%37% 18% 30% 19%64% 59% 39%55% 38% 33% 22%

Offers Product Reviews/Info Video

19% 16%

Average: 57% Average: 46% Average: 39% Average: 29%

Source: NinthDecimal 2015Retail AutoCPG QSR Telco

Most Common Types of Mobile Ad Content

10


Source: NinthDecimal 2015NinthDecimal.com 11


Entertainment

Q2 Q4

Avg. Time Spent on Mobile Ads

Retail Auto

CPG TelCo QSR

46.8 sec.

28.8 sec.23.6 sec.

+5.2 sec.

25.7 sec.

38.2 sec.

18.6 sec.

31.4 sec.

12.1 sec.

Mobile Ad Creative Execution Benchmark: Ad Engagement

• Consumers spent 5.2 seconds longer on mobile ads in Q4, likely due to mobile video driving increased engagement.• Consumers spent the most time on Entertainment ads (46.8 seconds) & the least amount of time on

QSR ads (12.1 seconds).• Consumers spent more than 2X longer on Retail & Entertainment ads than TelCo & QSR ads.

Avg. Time Spent by Vertical (Q4)



Methodology The Mobile Audience Insights Report identifies consumer mobile usage trends & actionable insights that marketers can apply to their mobile strategies & campaigns.

NinthDecimal’s May 2015 Mobile Audience Insights Report research is based on data compiled from a survey of 1,535 randomly selected mobile users, as well as the billions of data points from NinthDecimal’s proprietary mobile audience intelligence platform. Location Conversion Index™ measures ROI by finding the normal visit rate for the general population, then comparing it against specific audiences both exposed & not exposed to mobile campaigns in order to measure incremental store visits.

The survey & platform data were collected from Q2—Q4 2014, & YoY comparisons were made from the same time period in 2013.

About NinthDecimal

NinthDecimal is the leading mobile audience intelligence company empowering marketers with the most comprehensive understanding of people by connecting their digital and physical lives. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal to achieve high-performing campaigns by reaching and engaging the same audience across all media channels on one single platform. By bridging online and offline data sources, NinthDecimal offers the most precise audience solution in the market to create a true understanding of mobile consumers and how to engage them throughout their path-to-purchase. Its Location Conversion Index™ (LCI™) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Axiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.

NinthDecimal Key Differentiators• Precise audience intelligence: We offer the

most precise audience solution in the market, bridging data from the digital & physical worlds to create a true understanding of mobile consumers & how to engage them throughout their path-to-purchase.

• Audience scale: The scale of our proprietary data, comprised of over 1 trillion data points from more than 1 billion devices, enables us to create hundreds of custom audience profiles for massive campaign reach to the right consumers.

• Top-tier measurement & performance capabilities: Our Location Conversion Index™ (LCI™) enables us to measure the true impact of mobile campaigns on real world behavior to effectively close the loop & provide measurement down to the point of purchase.

• One audience & one integrated solution: We enable marketers to achieve high-performing campaigns by reaching & engaging the same audience across all media channels on a single platform.

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