As mobile advertising continues its rapid trajectory, more marketers are likely to weave video and rich media into their mobile spots.
That’s because data continues to prove the effectiveness of video in boosting interaction rates and engagement with mobile ads. For instance, mobile video ad technology company Rhythm New Media released new findings this week showing that ads using its mini video player increase engagement rates by 30% or more compared to full page ads that don’t use video, according to its third quarter report.
EMarketer has said rich media and video are expected to grow quickly in mobile marketing, though off a small base. Rich media ad spend should rise 78% to $883 million in 2013, and mobile video should double to $300 million in 2013. As a whole, mobile is only 1% of all US ad spending, eMarketer noted, but rich media ads are driving the mobile ad business.
More evidence of the effectiveness of mobile video ads comes from technology platform Say Media and research firm comScore. They found that video in mobile ads increased the time spent with an ad by between 28% to 32%. Also, Opera Software, which has a mobile browser, has said that about two-thirds of users who click on a mobile video ad will actually complete that interaction and spend about 52 seconds with ad.