Video Boosts Mobile Ad Engagement

According to Medialets, mobile ad engagement rates can be improved by 35 % with the addition of video. A study shows that in the first quarter of 2012 mobile rich media ads containing video had an average of 35 % 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 % of mobile ads on tablets contain video, followed by 12 % from smartphones. The portion of mobile rich media advertising campaigns using multiple device environments has doubled from 20 % in Q1 of 2011 to 40 % 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 % expandable ads, 22 % interstitial ads, and 14 % banner ads. When it comes to larger devices such as tablets that can support larger banners, 60 % of ads are expandable, 26 % are banners, and 14 p% are interstitials.

Expand rates across mobile environments range from 1.2 % for androids to 1.6 % for mobile web ads, with iPads and iPhones falling in between at 1.5 % and 1.3 %, 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.-ClickZ.com

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