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.

1. Mobile & Tablet
Ad Attribution
Benchmarks Report
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.

2. Devices and
Environments

3. Overall conversion rates are highest on tablet.

4. On handset, consumers convert
somewhat more often from app than
web.

5. On tablet, consumers convert
far more often from app than web.

6. Banners with leaderboard proportions (wide & short)
are most effective at driving conversions.

7. Without view-through tracking, the majority of mobile
conversions would go unattributed to mobile ad exposure.

8. View-through attribution reveals a large number of previously
unaccounted for conversions, most noticeably on tablet.

9. Inventory
Sources

10. Impressions are distributed relatively evenly across the three main
types of inventory sources: Publisher, Network, & Programmatic.

11. Inventory on Publishers & Networks drives considerably
higher conversion rates than Programmatic sources.

12. On handset, Publisher inventory generates higher
conversion rates than Network inventory.

13. On tablet, Network inventory generates significantly
higher conversion rates than Publisher inventory.

14. View-through conversion lift is highest and second
highest on Exchanges & Publishers, respectively.

15. Industry Verticals
and Conversion Goals

16. The primary conversion goals for each of the
leading industry verticals vary based on their KPIs.

17. Attribution Insights:
Credit Card Sign-Up

18. In contrast to overall conversion rates, consumers
complete more credit card sign-ups on handset than on tablet.

19. Peak days for credit card sign-up
conversions are in the middle of the week.

20. Peak times for credit card sign-up
are during the midday lunch hours.

21. 80% of attributed credit card sign-ups
occur within one week of ad exposure.

22. Significantly more completed credit card sign-up
conversions are measured when view-throughs are attributed.

23. Attribution Insights:
Purchase

24. In contrast to the overall conversion rates, consumers are more
likely to make purchases on tablet web than on tablet app.

25. Purchase conversions occur relatively evenly throughout the week
with slight increases on Saturdays and Wednesdays.

26. Peak times for purchases are during the
evening, closely followed by daytime.

27. Most attributed purchase conversions
occur 11am–12pm & 7pm–8pm.

28. 80% of purchase conversions occur
within two weeks of ad exposure.

29. Significantly more purchase conversions are
measured when view-throughs are attributed.

30. 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.

31. Appendix

32. 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

33. 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/
and follow us on Twitter.