Source: PointRoll [pdf]
Notes: Rich media click-through and interaction rates were higher when including video. Large format IAB Rising Star units tended to outperform standard rich media ads in CTR, but trailed in interaction rate. Looking at days of the week, the study indicates that rich media CTR is about 10% higher on the weekends than during the week, but interaction rates are better on weekdays.
Related: Mobile Rich Media and Video Ad CTRs Significantly Outpacing Standard Banners
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