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MMA Mobile Video Benchmarking Study

Posted Apr 24, 2014

We’re proud to share results from the first ever collaborative Mobile Video Benchmarking Study by the MMA gauging performance and trends in mobile video advertising. The results were gleaned from data provided by AdColony, BrightRoll, Brightcove, Hulu, Tremor and Videology.

AdColony CEO Will Kassoy led the study as Co-Chair of the MMA Mobile Video Committee, and the study covered benchmarks for CTR/mobile engagement, ad length, operating system, time of day and more. Key findings include:

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.

Read on to view the full study and learn more about the key findings:

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