The average click-through rate (CTR) for video campaigns in Q3 was almost three times higher on smartphones and tablets (13.64%) than on desktops (5.45%), reveals Unruly in new research using data from more than 3,000 branded campaigns on its social video platform. While desktop CTRs have been rising quickly over the past year (up about 150%), the average CTR for mobile campaigns have more than tripled from 3.73% in Q4.
A recent study from TubeMogul also found higher CTRs on mobiles than desktops for pre-roll ads during Q2, though the researchers noted that completion rates were higher on desktops.
Interaction rates are also higher on mobile devices than on desktops, finds Unruly, though by a smaller margin, and desktop rates have been growing a little more rapidly. On mobile devices, interaction rates have slightly more than doubled over the past year to reach 22.64%, while on desktops, rates have increased by about 170% to 15.08%.
A new study from Frank N. Magid Associates indicates that video viewing is becoming mainstream among mobile users: 44% of smartphone users and 61% of tablet users regularly watch video on their devices.
Meanwhile, the IAB recently reported that mobile and video are two of the fastest-growing online advertising formats, with spending up 145% and 24% year-over-year respectively during the first half of the year.