AdTheorent has just released Q1 2016 summary findings for digital ad performance across its network.
The report, which focuses on Entertainment vertical clients, is based on analysis of user engagement across approximately 74.8 million impressions.
It contains “insights regarding characteristics of the most engaged audiences as well as other factors influencing digital ad engagement,” the company says.
Interestingly, rich media, video and ad timing appeared to be keys to better engagement for entertainment brands.
“AdTheorent’s rich media campaigns drove strong engagement across the Entertainment vertical (37 percent higher than industry average),” a provided report summary reads. “Additionally, rich media outperformed mobile display by 12 percent. Across the rich media category, video drove not only the most actions, but accounted for 94 percent of all actions within rich media. From a video completion rate (VCR) perspective, the category performed extremely well across both desktop (81.8 percent) and mobile (85.41 percent).”
Interestingly, the days of the week as well as times of day were a significant factor. Regardless of the day of the week, afternoon and evening engagement rates were higher than midday, morning, or late night/early a.m. time slots. Wednesday was the big winner at 20 percent above campaign average, followed by Thursday at 14 percent. Monday scored the worst at 12 percent below the AdTheorent campaign average.
“It’s not surprising that we are seeing significant success with rich media and video for the entertainment vertical, but it is interesting to note that among the millions of analyzed data points, day of week played a consistent role with engagement rates across the category,” said Jason Han, AdTheorent’s Senior Director of Data and Analytics. “We are excited about the digital advertising insights for the Entertainment category that we gleaned this quarter and are pleased to share with marketers to inform future initiatives.”
Performance data indicated that common attributes among engaged users include interests (gourmets, online shoppers, voters, and sports) and past Purchases (cosmetics, cable internet service, auto purchase in last 12 months, and energy/sports drinks).