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.
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.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Daniel Mickens is a ClickZ editorial intern.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014