AdTheorent, Inc. today announced summary findings from internal travel and tourism industry mobile ad performance analyses conducted across its network during Q2 of 2015. Tapping its data-driven predictive modeling platform with a focus on the travel and tourism vertical, the company analyzed user engagement across approximately 177.7 million mobile impressions, seeking insights regarding the highest performing secondary engagement actions as well as factors influencing mobile ad engagement.
Mobile Rich Media Ads Across Travel & Tourism Campaigns Drove High Engagement, Secondary Engagement and Time Spent Within Ad Unit
Rich media drove strong ad engagement in Q2 — 42% higher than the industry average. Secondary ad engagement within rich media units was 40% higher than industry average.
Additionally, travel and tourism ads across AdTheorent’s network proved extremely engaging, with consumers spending an average of 21.01 seconds interacting with the rich media units — 59% higher than the industry benchmark. Top secondary actions included:
1. Viewing a mobile brand video
2. Visiting a company website to learn more about a product
3. Actions signaling travel intent (e.g., book/buy now or find a deal)
4. Social actions
“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,” said Jason Han, AdTheorent’s Director of Data and Analytics (pictured topleft. “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.”
AdTheorent’s technology platform analyzed more than 177.7 million Travel and Tourism campaign impressions across its mobile ad network during the period commencing April 1, 2015 and ending June 30, 2015.