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Fashion comes out on top in AdTheorent mobile ad report

Fashion and apparel brands are producing higher engagement rates on mobile compared to the retail industry average, according a recent study by technology data company AdTheorent. 

Research shows that these companies have greater secondary action and engagement. As long as they are creating targeted quality advertising content, the mobile investment is worth it for them.

?This indicates that the brand experience was very positive and that the interaction was meaningful, which points to the importance of proper targeting,? said Jason Han, director of data and analytics at AdTheorent, New York. ?All of the fashion and apparel campaigns in this report and actually all of AdTheorent?s campaigns use predictive targeting to drive engagement and ROI for advertisers. 

?The results underscore that predictive targeting is the most-effective method of targeting,? he said. 

The apparel industry was 88 percent higher than the industry average, meaning that consumers were more willing to seek more information. This was highest when advertisers easily provided access to extra information such as videos, landing pages, store locaters, product features and comparisons. 

Worth the risk
AdTheorent?s research negates any doubt of whether or not developing mobile applications were not worth the cost. Mobile Web sites were outperformed by apps 113 percent. 

This means consumers are using their phones during the busy retail season for mobile purchasing as well as in-store comparisons, reviews, deals and details.

Retailers are now likely to be more keen to invest in mobile more during the next holiday season.  

Engagement demographics
Wealthier demographics showed the most engagement in fashion. Household income in the $120,000-$130,000 range had a 210 percent average higher engagement rate. 

Male consumers had a 19 percent higher rate than women. 

The research also showed that those who used iOS, tablets and Wi-Fi were most likely to engage more compared to Android software and cellular data. The Kindle Fire, Samsung Galaxy Light and iPad were the devices on which consumers showed most secondary action.

Fashion apps are certainly gaining traction. 

For example, American Eagle Outfitters? mobile app was named the leader among fashion retailers in a report from Plastic Mobile based on how it incentivizes users with mobile-exclusive promotions, features and push notifications (see more).

Similarly, Sephora is ramping up its mobile content strategy with a program that recommends third-party apps and doles out free digital content to keep consumers coming back to the beauty retailer?s shopping app (see more).

?Fashion and apparel brands should proceed confidently in mobile,? Mr. Han said. ?Mobile works for these brands and drives ROI.  

?The key thing that fashion and apparel brands need to focus on is compelling creative, coupled with proper targeting,? he said. ?That is what will create a positive brand experience, and drive the bottom line.?

Final Take
Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York