Study: Retargeting Sales Increase by 18% When Adding Mobile to Mix
NEW YORK, January 21, 2014 (ADOTAS) – myThings, a global leader in customized programmatic advertising, announced today the findings of a first-of-its-kind research paper on mobile retargeting. According to the study, adding mobile retargeting to an advertiser’s retargeting mix generates an additional 18% of sales.
With its new personalized mobile retargeting solution, myThings is the first company to offer a complete one-stop-shop for retargeting that includes desktop, Facebook and now mobile – on both Android and iOS. It is therefore in a unique position to provide a wide-ranging perspective on this new and exciting programmatic advertising opportunity.
Significant revenue channel: Mobile retargeting drove an additional 18% of retargeting-generated sales, a 46% higher click through rate and a 37% lower eCPC.
Tablets and smartphones both play key roles in campaign: Breakdown of mobile conversions had smartphones slightly ahead with 55% vs. 45%; in post click conversions, the ratio was 53% vs. 47%. Ultimately, smartphones drive sales because of greater reach (9x more devices according to June 2013 data from Gartner) while enhanced usability and greater ease to finalize transactions are the main reason behind the tablet’s success.
Fast movers: The mobile consumer acts fast during the decision-making phase. The time from the last visit to conversion was 13 times faster on mobile than desktop.
Leisure mode: Unlike desktop, shopping on mobile remains strong over the weekend – only 6% fewer conversions than weekdays, compared to the desktop’s minus 30%. Similarly, while evening shopping reigns supreme compared to daytime shopping, the trend on mobile was much stronger than desktop with an increase rate double that of desktop (on tablets, the rate jumped nearly six-fold).
Funnel analysis: Tablet and desktop consumers generate similar patterns related to how deep they browse the site’s funnel. The smartphone, however, is significantly different:
- Most smartphone users, 55% vs. ~40% on desktop and tablet, reach product page (showrooming could be a possible explanation)
- 18% of smartphone consumers did not go beyond the home page (compared to ~3% on desktop and tablet).
The study spanned over 100 million impressions across multiple campaigns throughout November 2013.
Having anticipated the massive potential of mobile commerce, myThings was an early mover in the mobile retargeting space. It began developing a highly flexible ad platform in 2012 that is uniquely suited to the mobile world by supporting the use of multiple identifiers across various devices.
In order to adapt to mobile’s cookie-less environments, the company was one of the first retargeters to integrate with device recognition provider AdTruth, in addition to multiple AdTruth-compatible mobile RTB exchanges.
Its mobile offering is centered on maximizing reach by serving personalized dynamic creative ads on cookie-based (Android web) & cookie-less (iOS and in-app) inventory. In addition, myThings is also the first to sync campaigns across mobile web and in-app platforms within the same device. It currently supports cross-device retargeting via the use of log-in data.
According to Benny Arbel (pictured), CEO of myThings, “We’ve been investing a great deal to build a market-leading real time ad platform that can scale mobile retargeting campaigns and drive desktop-like performance. We are excited to be the first company to offer online retailers a mobile retargeting campaign on both iOS and Android.”
Founded in 2005, myThings is the global leader in customized programmatic ad solutions. Running personalized retargeting campaigns on desktop, mobile and Facebook, the company personalizes over 5 billion impressions a month for top advertisers in 30 markets including Adidas, Walmart, ToysRUs, Littlewoods, Very.co.uk, Zalando, Orange, Best Buy, and Microsoft. For more information, visit www.mythings.com.
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