IAB B2B Mobile Case Study
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A B2B mobile case study comparing the performance of B2B and B2C mobile campaigns.
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IAB B2B Mobile Case Study
- 1. Medialets Servo B2B Mobile Case Study
- 2. Product and Case Overview
- 3. Static/Standard Any Rich Media VAST (video) 4th-Party Tags Tracking Pixel Conversion Pixel Mobile Search Native Ads Every Type of Mobile Creative Pubs & Networks Handsets Apps Exchanges & DSPs Tablets Web Every Type of Mobile Environmentto Delivers Servo is MRC-Accredited and Delivers Everything, Everywhere on Mobile
- 4. This report includes analytics derived from more than 2.5 billion data points from Medialets’ mobile ad serving platform. Campaign Details: • Data from Q2 and Q3 2015, in EST • Mobile Static Ads • App and Web Inventory • Handset and Tablet Targeting This case study highlights B2B campaign performance while also comparing that data against B2C benchmarks from the same time period.
- 5. B2B tablets had a 20% higher click-through rate than handset devices, consistent with the B2C benchmark.
- 6. B2B strategically tailored their media plan to leverage higher tablet performance, yielding twice the B2C tablet distribution.
- 7. B2B used very clear call-to-action to effectively run smaller ads, while B2C campaigns attracted consumers’ attention with larger ads.
- 8. Audience reach strategy was greatly varied between B2B and B2C campaigns.
- 9. Click-through rate performance was consistent performance across environments for both B2B and B2C.
- 10. B2B had 70% less invalid traffic than the B2C benchmark.
- 11. B2B Campaign Time Analysis
- 12. B2B had consistent impression delivery and click performance across days of the week.
- 13. However, impression delivery and click performance peaked at night.
- 14. Specifically, click performance peaked at midnight EST.
- 15. B2B Case Study Takeaways • Use performance, audience reach, and date-time analysis to strategically plan your media. • Use call to action to improve campaign performance. • Using an MRC accredited mobile ad server, B2B marketers can access: Accurate mobile measurement across all mobile formats Full mobile insights across devices, environments and inventory sources Streamlined workflow to manage all mobile campaigns with a centralized platform
- 16. Appendix
- 17. Glossary of Terms Used in this Report 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). Click The measurement of a user-initiated action on an ad element (advertisement) which transfers the user from a publisher app or site to an advertiser app or site. Click-Through Rate (CTR) Ratio of total valid clicks to total valid impressions. Invalid Traffic Rate Ratio of invalid impressions (bots, spiders, and other non-human traffic) to total impressions (valid + invalid impressions). All date and time analysis was done in EST.