The Mobile Marketing Association has published its first ‘Mobile Video Benchmark Study’. The MMA’s study seeks to provide mobile video performance insights to advertisers, agencies and third party video servers.
Six mobile publishers participated, providing one month’s worth of mobile advertising data to report video performance benchmarks. Three key performance measures were analysed: completion rates, click rates, and nonskippable vs. skippable ads. The performance measures were evaluated in terms of ad unit length, ad format, and site genre, dayparts/time of day, in-app vs. mobile web, iOS vs. Android, and finally phone vs. tablet.
Some of the key findings of the study were: engagement for skippable video advertising is robust despite the option for viewers to bypass ads, mobile video completion rates were flat across ad length, but click through rates dropped for ads greater than 30 seconds, a high-engagement, late night window exists among a small group of consumers, and mobile video ad performance, like other forms of advertising, declines with excessive ad frequency.
Other findings were that in-app ad volume dominated with three in-app units running for every one app on the mobile web. Linear ads ran and twice the volume of interstitial and value exchange combined, and arts & entertainment, games, hobbies and sports represented the vast majority of ad activity, reflecting consumer mobile video use.
The Mobile Video Benchmark Study can be downloaded in full at the MMA site: http://www.mmaglobal.com/whitepaper/mobile-video-benchmark-study
This story also appears on IBC’s Content Everywhere.