The addition of display ads and social media features to mobile video can boost the effectiveness and engagement of a mobile marketing buy. That’s the finding of an analysis of mobile video advertising conducted by Rhythm New Media, a premium mobile ad network.
Display ads are integrated into 88 percent of mobile video campaigns, and that’s because the combo can lift engagement, Rhythm concluded from the data it culled from more than 140 campaigns it ran for top brands in the first quarter. Full-page mobile display ads combined with video spots raise engagement by 15 percent, with engagement being any sort of interaction with the ad. Combining video with tablet banner ads lifts engagement by 41 percent, Rhythm said. Tablet full-page ads have a 20 percent engagement rate already.
Also, the addition of social media buttons to streaming video ads can raise interaction by 64 percent.
Rhythm also found that while smartphones are the dominant mobile device, the use of tablets for watching video and ads is quickly growing. Smartphones account for 79 percent of total minutes viewed, but on a per-user basis, tablet owners watch more videos.