Welcome to Mobile Marketer. Skip directly to: main content, navigation, search box.
  • Email this
  • Print

Receive the latest articles for free. Click here to get the Mobile Marketer newsletters.

Reebok sees higher engagement with targeted mobile campaign


Reebok International found that using a predictive targeting model for a mobile ad campaign produced measurably better results than less targeted efforts as determined by research from the Qunnipiac University School of Business. 

The university compared click-through rates and other engagement metrics on both smartphones and tablets for the mobile campaign, in which three ad networks were given 30 days to generate 1 million impressions. One of the networks, AdTheorent, generated markedly higher engagement. 

“Comparing the different targeting approaches and capabilities of vendors in the mobile space is extremely important, and will continue to be as the space changes,” said Jessica Ruscito, director of U.S. media and digital branding at Reebok International. “Digging further into additional metrics like site visitation and engagement will also be vital to evaluating mobile performance.” 

All three of the networks in the study had the same creative, provided by Carat, as part of the footwear company’s “Skyscape” campaign. The networks used two different-sized ad units per platform. 

Data-driven results 
The research determined that AdTheorent drove overall engagement of 3.5 percent, including 2.4 percent on smartphones and 4.1 percent on tablets. That compares with overall engagement of 0.9 percent on the network identified as “Network B” and 1.22 percent on “Network C.” 

Engagement was much higher on tablet than it was on smartphone for AdTheorent ad recipients, while the other two ad networks delivered higher engagement via smartphone than tablet. 

Across the three networks, 52 percent of the 3.27 million impressions were served on tablet devices. Tablets accounted for 65% of impressions for AdTheorent, compared with 50 percent for Network B and 41 percent for Network C. 

The study also showed differences in engagement by the size of the ad used. Overall, 35 percent of the 3.27 million impressions were served using the 320 x 50 ad on smartphones and 46 percent were served using the 728 x 90 creative on tablets.

Across the board, click-through rates were higher for all networks using a 320 x 50 creative compared with the 300 x 250 for smartphone, and using a 728 x 90 creative compared with the larger ad on tablets. 

More mobile
Mobile marketing will continue to grow at Reebok, Ms. Ruscito said. The company learned some valuable lessons from the study. 

“AdTheorent’s predictive targeting model can be an effective and efficient way for us to generate clicks and engagement with our ads in the mobile and tablet space,” she said. “The performance we saw with them in this study was an encouraging validation of their targeting model capabilities.

“Mobile advertising will continue to grow in importance as part of our overall advertising strategy and media mix. This type of third-party research is certainly helpful in measuring the engagement we see in the platform and confirming our increased focus in the space."

Final Take

Mark Hamstra is content director at Mobile Marketer, New York

Sign up to receive Mobile Marketer Daily. The premier mobile marketing publication. Free!

Related content: Ad networks, Reebok, AdTheorent

  • Trackback url: http://www.mobilemarketer.com/cms/trackback/18546-1
  • | Follow us on Twitter |

Comments on "Reebok sees higher engagement with targeted mobile campaign"

  1. Shauna Son says:

    July 7, 2015 at 2:55pm

    It's amazing to see how mobile marketing really is making its way into the marketing mix as stated in this article. We are seeing more and more companies/brands starting to recognize the value of real time metrics as well as targeting capabilities that mobile marketing can provide.
please click here to download now!