This report includes analytics derived from more than

240 billion data points that occurred between July 1st

and September 30th, 2014 on Medialets’ mobile and

tablet ad serving platform.

With the upcoming holiday season, this report focuses

on campaigns that had attribution measurement

enabled and that drove consumers to complete

conversion actions on mobile and tablet devices.

Mobile & Tablet Ad Attribution Benchmarks Report

Devices andEnvironments

Overall conversion rates are highest on tablet.

On handset, consumers convert

somewhat more often from app than

web.

On tablet, consumers convert

far more often from app than web.

Banners with leaderboard proportions (wide & short)

are most effective at driving conversions.

Without view-through tracking, the majority of mobile

conversions would go unattributed to mobile ad exposure.

View-through attribution reveals a large number of previously

unaccounted for conversions, most noticeably on tablet.

InventorySources

Impressions are distributed relatively evenly across the three main

types of inventory sources: Publisher, Network, & Programmatic.

Inventory on Publishers & Networks drives considerably

higher conversion rates than Programmatic sources.

On handset, Publisher inventory generates higher

conversion rates than Network inventory.

On tablet, Network inventory generates significantly

higher conversion rates than Publisher inventory.

View-through conversion lift is highest and second

highest on Exchanges & Publishers, respectively.

Industry Verticals and Conversion Goals

The primary conversion goals for each of the

leading industry verticals vary based on their KPIs.

Attribution Insights:Credit Card Sign-Up

In contrast to overall conversion rates, consumers

complete more credit card sign-ups on handset than on tablet.

Peak days for credit card sign-up

conversions are in the middle of the week.

Peak times for credit card sign-up

are during the midday lunch hours.

80% of attributed credit card sign-ups

occur within one week of ad exposure.

Significantly more completed credit card sign-up

conversions are measured when view-throughs are attributed.

Attribution Insights:Purchase

In contrast to the overall conversion rates, consumers are more

likely to make purchases on tablet web than on tablet app.

Purchase conversions occur relatively evenly throughout the week

with slight increases on Saturdays and Wednesdays.

Peak times for purchases are during the

evening, closely followed by daytime.

Most attributed purchase conversions

occur 11am–12pm & 7pm–8pm.

80% of purchase conversions occur

within two weeks of ad exposure.

Significantly more purchase conversions are

measured when view-throughs are attributed.

Summary of Key Takeaways

Consumers’ mobile purchases are

pretty consistent across the week

with peaks on Saturdays and

evenings. These tend to be heavier

tablet usage times and data indicates

higher tablet purchase rates than those

on handset.

A campaign’s attribution lookback

window should be multiple days to

capture all conversions. For example,

to capture ~80% of all transactions,

submitting mobile credit card

applications requires one week and

mobile purchase requires two weeks.

Publishers, followed by Network,

have significantly higher conversion

rates compared to Exchange/DSP.

When running a mobile attribution

campaign, having a mix of inventory

sources is recommended to create

trade-offs between media cost and

performance.

When running on programmatic

inventory, measuring view-through

conversion is critical for successful

mobile ROI measurement.

Unlike overall average, consumers

are more likely to complete mobile

applications on handsets than on

tablets. Peak days for completing

applications are mid-week. Peak times

are during lunch hours.

Overall conversion rates are highest on

tablet (vs. handset) and on app (vs.

web). Therefore, when running a mobile

conversion campaign, correctly attributing

between app and web environments is

critical to driving performance.

The best converting ad sizes are

[300/320]x50 Mini-Leaderboards on

handsets and [728/1024]x90

Leaderboards on tablets.

View-through reveals a large number of

previously unaccounted for

conversions; hence view-through is

critical to measure mobile campaign ROI.

View-through significantly increases ROI

across devices, environments, verticals,

and types of conversion.

Appendix

Impressions Number of times Medialets counted that a mobile

ad was delivered to a valid audience (not to a bot, spider, or other

non-human traffic source)

Conversion

When end users complete the primary goal of the

ad campaign (as defined by the brand)

Attribution

Assigning credit to the event(s) or user action(s)

responsible for conversions

View-Through Conversion

When a conversion occurs (as defined by the brand) after the user saw an

ad in an app or mobile web page but did not click through

Click-Through Conversion

When a conversion occurs (as defined by the brand) after a user saw an

ad on app or mobile web that they then clicked on

Total Conversions

Sum of all view-through conversions & click-through conversions

Conversion Rate

Ratio of total conversions to total valid impressions

View-Through Conversion Lift

Amount by which attributing view-through conversions increases overall

conversion rate vs. counting only click-through conversions

Programmatic Inventory

Inventory on Exchanges and DSPs includes open marketplace inventory

(excluding private exchanges).

Purchase

Mobile purchase including buying

products or subscriptions

Credit Card Sign-Up

Credit card or other financial

product application completion

Product Page View

Visit product info page,

find nearest store location, etc.

Compound Conversions (Multi-Action)

Product information funnel showing

relative levels of brand engagement

Glossary of Terms Used in this Report

Types of Conversions

Medialets is the creator of Servo™, the only technology

that helps marketers manage and measure the complete

ROI of mobile ad campaigns. Servo is also the only buy-

side mobile ad server to receive Media Rating Council

(MRC) accreditation for display impressions and clicks.

Partnered with all five of the top five agency holding

groups including Publicis, Omnicom and Interpublic,

Medialets’ Servo supports clients like P&G, American

Express, Toyota, HBO, and other global brands.

Founded in 2008 and venture-backed by Foundry Group,

DFJ Gotham Ventures, and Greenspring Associates

among others, Medialets is headquartered in New York

City with offices in London, Chicago, and Los Angeles.

To learn more, visit: http://www.medialets.com/

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