Mobile Video Advertising Rose 36% in Q1 2011
According to the latest figures from Rhythm NewMedia, a mobile video ad network, mobile video advertising surged by 36 percent in the first quarter of 2011, with in-stream video ads outperforming all other video units.
“In Q1, Rhythm served over 728 million average monthly content views in the US, up 36% Q/Q,” the company notes in its “Mobile Video Advertising Report” for the first quarter of 2011. “The data points cover ad campaigns from over 70 Fortune 500 brands in Q1 2011.”
The three mobile video ads tracked by Rhythm are:
- Interactive pre-roll: “Auto-plays at app launch, between game levels and other screen changes.”
- Banner – Tap to Interactive Video: “Requires a tap on the display ad to play, and appears when a user is browsing photos, articles or playing a game.”
- Interactive in-stream video: “Automatically plays as a commercial break during full episodes or in-stream before video clips.”
According to Rhythm, in-stream video ads had an average completion rate of 87 percent in the first quarter. They also had a click-through rate of 1.3 percent during the quarter. In-stream video “delivers guaranteed branding,” according to Rhythm.
Meanwhile, interactive pre-roll ads had a completion rate of 27 percent and a click-through rate of 4.5 percent. Rhythm notes that these ads extend “brand reach with higher engagement.”
Tap to interactive video ads had a 21 percent completion rate and a click-through rate of 7.2 percent. These ads find “the most engaged consumers through massive reach.”
According to Rhythm, 60 percent of mobile users consume mobile video advertising through tap to interactive video, while 25 percent consume it through interactive pre-roll ads and 15 percent through interactive in-stream ads.
The company also found that in the first quarter, in-stream video ads boasted a 1.4 percent click-through rate in run-of-network campaigns, 22 percent higher than the 1.1 percent click-through rate for targeted campaigns or single-site campaigns.
Interactive pre-roll ads achieved a 36 percent completion rate when played in between screens, versus 23 percent when played at application launch.
Entertainment advertisers accounted for the most campaigns in the first quarter, according to Rhythm. Mobile/Telecom and consumer packaged goods followed behind.
Source:
http://www.rhythmnewmedia.com/pdf/Q1-2011-MVAR-Report-Final.pdf
