A recently published study indicated that those ads that had video content had a much higher engagement rate. They found that mobile users spent a total of 20 seconds within the actual advertisement itself. If the company includes product catalog information or video within the ad itself, this time can increase from 20 seconds all to over a minute. As you can imagine, any time that a company has prolonged exposure, they are ensuring that they are getting their money's worth.
Despite the promising numbers that would
indicate the success of video content, less than half of the mobile ads on
tablets contained video (only 30%) and the number of mobile ads on smartphones
was even lower at 12%. However, as companies are looking to make the most of
their investment, chances are that we are going to see the use of mobile rich
media focus towards what is proving to be successful.
Slowly but surely these advertisements
are going to steer away from simply 'being present' to actually interacting
with the user in such a way that the end-user finds enjoyable. One thing is
certain; as this data is released, more companies are going to pay close
attention to the success of mobile video advertising.
