Mobile Continues to Transform Consumers’ Path-to-Purchase with Moblie Ads Resulting in a 57% Lift in Store Visits
SAN FRANCISCO — June 8, 2015 — NinthDecimal, the leading mobile audience intelligence company, today released its “Mobile Audience Insights Report,” which reveals how mobile is increasingly influencing all stages along the consumers’ path-to-purchase. The research examines how mobile usage and marketing are transforming consumer engagement with brands across verticals – from research to in-store – and provides insights around mobile programmatic and video. One of the most significant findings is a 59 percent increase in pre-purchase shopping on mobile devices versus laptops.
Retail and CPG mobile ads performed best when delivered to consumers within five miles of a store, while QSR ads achieved the best ROI when consumers were between five to ten miles from the establishment.
“With mobile now the first screen for consumers and mobile media consumption on the rise, the need to understand what’s working in the mobile ecosystem has become critical for marketers,” said David Staas, president of NinthDecimal. “In our latest report, we looked across the points at which mobile influences the purchase path, sharing insights and best practices from engagement to conversion.”
Key report findings:
- 54% of consumers shopped on their mobile device instead of a laptop before making a purchase decision – a 59% increase from Q4 2013 to 2014.
- 86% of consumers reported they were likely to discover a new brand or product on their mobile device.
- Retail and CPG mobile ads performed best when viewed within five miles of a store, while QSR ads had greater effect on consumers further than five miles away.
- Marketers saw 80% more store visits on the first day an ad was viewed.
Mobile Engagement Rises as Brands Leverage Video and Rich Media Formats
Marketers strive to create compelling, high-performing ad experiences for consumers by leveraging stronger engagement strategies with rich media and pre-roll video ad formats. Rich media ad formats including video increased by 28 percent in Q4 2014 compared to Q4 2013, while standard banner ads dropped by 33 percent.
The report findings also uncovered that consumers spent 5.2 seconds longer viewing mobile ads on average (28.8 seconds in Q4 2014 versus 23.6 seconds in Q2 2014) and that video completion rates for mobile ads shot up by 31 percent from Q3 to Q4 2014. CPG ads saw the greatest quarterly rise in video completion rate among all verticals with a 48 percent jump.
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.