Nd insights special_report

MOBILEAUDIENCE
INSIGHTSREPORT
MAY 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 LikelySomewhat
Likely
Not Likely
56%
30%
14%
Tablet
Mobile 54%
20%
Smartphone
34%
Laptop
46%
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-store
23%
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
Ad
Served
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
107 110
104 102 98
86 83
75 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.
0-2
mi.
0-2
mi.
0-2
mi.
2-5
mi.
2-5
mi.
2-5
mi.
5-10
mi.
5-10
mi.
5-10
mi.
10-25
mi.
10-25
mi.
10-25
mi.
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 Enthusiasts49%
Auto
25%
Ethnicity18%
Big Box
Retailer
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
Auto
Auto
Auto
CPG
CPG
CPG
Retail
Retail
Retail
TelCo
TelCo
TelCo
Q
SR
Q
SR
Q
SR
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%
Standard
Banner
Rich Media
(non-video)
51%
17%
40%
48%
Standard
Banner
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%
Retail 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.
12

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