Accordant Mobile Announces Q2, 2013 Mobile RTB Ad Targeting Efficiency Gains Results include growth of iOS volume by 12% vs Android; tablets converting at far greater rates than mobile phone; and overall volume increase of 81% with CPA down 55%
NEW YORK, Aug. 14, 2013 /PRNewswire/ -- Accordant Mobile, the Accordant Media (www.AccordantMedia.com) platform for targeting mobile audiences through RTB, today released additional analysis about the mobile RTB marketplace as well as Accordant's own increasing momentum. This report follows the company's Q2 RTB Market Pulse Report released July 17th, and includes deeper insights around mobile trends both in the industry as well as based on Accordant's own campaigns.
Data encompassed three key categories: overall market volume trends for Android vs. iOS devices, volume and performance results for tablet vs. mobile phone, and gains in in-app media volume and performance for media purchased through Accordant Mobile.
1. Market Trends by Mobile Operating System
Across the mobile RTB marketplace, Accordant saw changes in the share of ad impressions between Android and iOS. In Q1, Android accounted for 77% of overall volume, with iOS accounting for 21% and all 'Others' contributing 2%. In Q2, iOS increased to 33% of overall volume, with Android decreasing to 65% and Other remaining at 2%.
2. Tablet Drives Increasingly Strong Conversion Rates
Accordant's Analytics team broke down iOS traffic to analyze device type data in Q2 vs. Q1 and unveiled the following:
- A study of overall mobile web marketplace volume by device type showed that volume remained fairly constant. Tablet accounted for 46% of volume in Q1 and decreased slightly to 43% in Q2, while mobile phone accounted for 54% and 57% accordingly.
- For mobile web media purchased through Accordant Mobile in Q2 while Tablet accounted for 67% of overall impression volume, it drove 93% of conversions. As Accordant continuously analyzes campaigns in real time and tablet proves to generate highly successful conversion rates, Accordant continues to focus on targeting this device as a key bidding strategy.
3. Accordant Mobile's In-app Buying Up 81%
Based on the growing success and adoption of Accordant Mobile by previous and newly added clients, the volume of in-app impressions purchased through the platform increased by 81% in Q2 over Q1. Further, with greater volume, Accordant client campaigns experienced increased efficiencies - including a 111% overall increase in conversion rate and a 55% reduction in Cost Per Acquisition.
"We are encouraged by the robust growth of Accordant Mobile business as our clients see strong results through mobile RTB," said James Rooney, SVP, Platforms. "As we continue to develop this platform and hone our analytics, we will roll out insights to continuously educate the marketplace on how to optimize their programmatic media spend through mobile targeting."
Accordant Mobile launched in August, 2012 and the business has more than tripled year over year.
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About Accordant Media
Accordant Media is an independent, programmatic media-buying and optimization company that makes audience targeting and biddable display media simpler and more effective for leading agencies and brand marketers. Accordant helps digital advertisers achieve targeted, efficient and scalable campaigns across paid display, video, mobile, social, email, in-stream audio and out-of-home channels. In a complex era of cross-screen, cross-channel, exchange-traded media, Accordant employs audience-based targeting, retargeting, contextual targeting, and dynamic creative tactics. Its innovative custom audience segmentation engine, Audience Optics™, exploits micro-segmentation, finely sculpted audience insights and dynamic inventory management to produce greater customer engagement and response rates. This is done with any data set, without restrictions, and with 100% transparency - helping clients gain access to dynamic inventory sources and deliver more targeted, relevant messages. Co-founded by digital agency execs Art Muldoon and Matt Greitzer, Accordant Media is based in New York City with new offices in San Francisco and Boston.
SOURCE Accordant Media