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What is leading to mobile videos’ 90 pc completion rate?

As mobile becomes mainstream, one of the big areas of focus is the content available on the platform and the opportunities thereof that could drive further engagement between advertisers and consumers.

To get a better gauge on the growth of mobile videos, Mobile Marketing Association (MMA) embarked on a first of its kind global Mobile Video Benchmark Study. The study sought to provide mobile video performance insights to advertisers, agencies, publishers and third party video servers.

Some of the key insights from the study indicated:
#1 Mobile video engagement: Using CTR (click through rates) as an initial proxy for engagement for mobile video is very strong, with CTR ranging from 1.41 per cent to 2.66 per cent depending on the ad format. Results are robust even for skippable video advertising despite the option for viewers to bypass ads.

#2 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.

#3 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.

#4 Ad frequency and engagement: The study states that mobile video ad engagement, like other forms of advertising, declines with excessive ad frequency.

MMA believes that the findings can be used as benchmarks by the industry to gauge relative performance of different campaigns, platforms and ad types. The study revealed very high completion rates (90 per cent) for mobile video – again, a first-time insight for a study of this scope.

“This collaboration of MMA members to produce a ‘first of its kind’ Mobile Video Benchmarking Study validates that mobile video is beyond the tipping point. We are seeing new behaviours and attitudes develop as mobile becomes validated as the real first screen. It’s becoming clearer to us daily that mobile video is proving to be a very powerful tool for marketers to tap into the biggest transformation marketing has ever experienced,” said Greg Stuart, CEO, MMA.

The MMA secured participation from six mobile publishers to provide a complete month of mobile advertising data to determine and report video performance benchmarks. The framework was developed by the MMA Mobile Video Committee member organisations that include AdColony, BrightRoll, Brightcove, Hulu, Tremor Video and Videology. The study was based on raw data extracted from log files, and was aggregated and normalised by ImServices and the data analysis was led by Pre-Meditated Media along with the MMA and committee members.

The study focused on three key measures of 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.

“Mobile video has become an essential touch point to consumers everywhere and, as such, it’s a growingly important platform for brands to evaluate alongside television and online. Insights such as these can help brands make smart decisions around their mobile marketing investments, at a time when consumer time spent on mobile devices is exploding,” added Will Kassoy, CEO of AdColony and Co-Chair of the MMA Mobile Video Committee.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.