Mobile Rich Media: Almost Half of Users Who Initiate A Branded Video Complete It

DGMediaMind-Branded-Mobile-Video-Content-Completion-Rates-in-2013-Dec2013DG MediaMind has released a new study containing a host of mobile advertising benchmarks, based on an analysis of more than 2 billion impressions across more than a thousand mobile campaigns delivered from Q1 through Q3 2013. Among the results: the finding that among mobile rich media formats that included inline video, 47.2% of branded videos initiated by users were watched to completion, with that figure highest for auto (79.8%), CPG (65.7%) and telecom (54.4%) advertisers.

Those same verticals also enjoyed the highest video start rates, of 9.16% for the auto vertical, 5.43% for CPG, and 3.29% for telecom.

The study notes that among mobile rich media formats that include inline video, polite rich media banners had a higher video start rate (3.34%) than expandable banners (2.62%), which the researchers attribute to the video being immediately viewable in the former environment, while the latter often requires engagement on the part of the users before the video player becomes visible.

Other Findings:

  • Click-through rates (CTRs) were significantly higher for mobile expandable banners (0.63%) than for polite banners (0.28%) and standard banners (0.09%).
  • Entertainment (9%), electronics (8.9%) and automotive (5.5%) were far above-average in expandable banner CTR, while retail (0.52%) earned the highest mobile ad CTR overall (the average was 0.38%).
  • Expandable banners garnered significantly higher interaction rates than polite banners (59.5% vs. 1.98%) on account of an expansion counting as an interaction.
  • Engagement rates were highest for the auto (20.7%) and CPG (17.9%) verticals, with the average across sectors at 5%.