Home  › Stats
medialets-chart

Study: Video Boosts Mobile Ad Engagement Rates

  |  June 4, 2012   |  Comments

Medialets found mobile ad engagement rates can be improved by 35 percent with video.

According to Medialets, mobile ad engagement rates can be improved by 35 percent with the addition of video. A study from the mobile rich media ad firm shows that in the first quarter of 2012 mobile rich media ads containing video had an average of 35 percent higher engagement rates. The users who decided to expand these mobile ads spent a total of 20 seconds within the advertisement. Integrating video or product catalog information within ads can increase the average expand time from twenty seconds to over one minute.

medialets-chart

Despite these numbers, only 30 percent of mobile ads on tablets contain video, followed by 12 percent from smartphones. As companies look to efficiently use mobile rich media, they have begun to expand their advertising to multiple device environments. The portion of mobile rich media advertising campaigns using multiple device environments has doubled from 20 percent in Q1 of 2011 to 40 percent in Q1 of 2012.

Among rich mobile ad formats, expandable banners are more than twice as common as non-expanding banner and interstitial formats, said Medialets.

Handset device advertising consists of 64 percent expandable ads, 22 percent interstitial ads, and 14 percent banner ads. When it comes to larger devices such as tablets that can support larger banners, 60 percent of ads are expandable, 26 percent are banners, and 14 percent are interstitials.

Expand rates across mobile environments range from 1.2 percent for androids to 1.6 percent for mobile web ads, with iPads and iPhones falling in between at 1.5 percent and 1.3 percent, respectively. As the data from Medialets first quarter are released, companies will be keeping watch over the improved success of mobile video advertising and the division of ads across diverse device environments.

The data reflects Medialets-enabled mobile ads delivered during Q1 2012 through the company's ad platform.

Tags:

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Daniel Mickens is a ClickZ editorial intern.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...