Source: Mobile Marketing Association (MMA) [download page]
Notes: Completion rates for non-skippable video ads topped 90% for each of the formats measured – linear video (93%); interstitial (92%); and value exchange (97%). But completion rates on skippable ads were just 8% for linear video (the predominant format) and 23% for interstitial; only about 30% of viewers remain at the halfway point of a skippable video ad. Even so,Â skippable video ad CTRs (1.4-1.5% depending on unit type) were not as far behind their non-skippable counterparts (2.2-2.4%). Other results indicate that completion rates are steady by ad length, although CTR drops for longer ads. On phones, completion rates and CTRs are highest during the overnight period, though impressions are low at those hours.
About the Data: Based on one month’s (March 2013) worth of mobile advertising data from 6 mobile publishers – AdColony, BrightRoll, BrightCove, Hulu, Tremor Video and Videology. More than three-quarters of ads occurred in-application, with iOS accounting for 82% of ad volume. Skippable ads were 32% of impressions and linear videos 65%.