Recently (April 2014) the MMA released the results of a survey (http://www.mmaglobal.com/news) which focused on three key measures: Click Through Rates (CTR), Completion Rates and Non-Skippable vs. Skippable Ads. These criteria were evaluated through Ad Unit Length, Ad Format, as well as Time of Day, In-App vs. mobile, iOS vs Android and comparisons of phone usage vs. tablets.Overall, the study revealed four unprecedented key insights about mobile video:
MOBILE VIDEO ENGAGEMENT:
Using CTR as an initial proxy for engagement for mobile video is very strong, with CTR ranging from 1.41% to 2.66% depending on the ad format. Results are robust even for skippable video advertising despite the option for viewers to bypass ads.
MOBILE VIDEO AD LENGTH:
Click rates for ads longer than 30 seconds tend to be lower than shorter-length units. This is true for both skippable and non-skippable ads.
MOBILE VIDEO AT MIDNIGHT:
There is a high-engagement, late night window among a certain group of consumers. Completion rates peak during those hours, and the same holds for phone CTRs, suggesting a much deeper engagement.
AD FREQUENCY AND ENGAGEMENT:
The study reveals that mobile video ad engagement, like other forms of advertising, declines with excessive ad frequency.