Media-tech company RhythmOne released its 2015 Mobile Benchmarks report Wednesday, showing that mobile audiences favor ads with sports, entertainment or travel themes.
Those three categories took the top spots in RhythmOne's ranking of 2015 advertiser categories by video completion rate (VCR). 94% of mobile watchers who began watching sports and fitness ads finished the ads; 92% finished entertainment (DVD release) ads, and 91% finished travel ads. Both retail and financial services ads had 89% VCRs.
Chuck Moran, VP-marketing, RhythmOne, said in an email that the top VCR categories came from industries that have taken the lead on developing advertising content that's experiential and entertaining.
"It's a good takeaway for brands outside these industries to focus on creating compelling content from the consumer perspective -- that is, entertaining, informative and shareable," Moran said.
The findings, an extension of a report the company released last September, looked at RhythmOne’s U.S.-based mobile campaigns from 20 advertiser categories and five ad formats: interactive in-stream video, mobile rich media, in-stream video, mobile full page and interstitial video.
RhythmOne operates RhythmMax, a programmatic platform that connects advertisers with audiences across devices.