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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...