Written by Mobile video advertising is experiencing “explosive” growth according to Rhythm NewMedia’s Insights Report for the fourth quarter of 2011, which found that 93% of advertising campaigns with Rhythm in Q4 included some form of video advertising.
The report also noticed a trend that consumers seem to respond better to ads during the holiday season; Video ads featuring seasonal creative had a 92.1% completion rate, while engagement with full-page ads and banners jumped 33% and 10%, respectively, over Black Friday and Cyber Monday.
Among the other data in the report, Rhythm found that in-stream mobile video ads saw an 89.1% completion rate, outperforming its online counterpart, with completion rates being high for 15-second (89.2%) and 30-second ads (88.3%) within premium content.
Taking a look at in-stream advertising within the two preeminent mobile operating systems, the completion rate for Android (92%) was slightly above that of iOS (87%).
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