On Thursday, the Mobile Marketing Association shared the results of its first-ever Mobile Video Benchmark Study.
The study, commissioned by the MMA, and its Mobile Video Committee, sought to provide mobile video performance insights to advertisers, agencies, publishers and third party video servers.
And it did exactly that based on the insights gleaned in the new report summary.
“This collaboration of MMA members to produce a ‘first of its kind’ Mobile Video Benchmarking Study validates that mobile video is beyond the tipping point. We are seeing new behaviors and attitudes develop as mobile becomes validated as the real first screen,” says Greg Stuart, CEO of MMA. “It’s becoming clearer to us daily that Mobile Video is proving to be a very powerful tool for marketers to tap into the biggest transformation marketing has ever experienced.”
All told, the study revealed four key insights about mobile video:
- Mobile video engagement: Using CTR as an initial proxy for engagement for mobile video is very strong, with CTR ranging from 1.41% to 2.66% depending on the ad format. Results are robust even for skippable video advertising despite the option for viewers to bypass ads.
- Mobile video ad length: Click rates for ads longer than 30 seconds tend to be lower than shorter-length units. This is true for both skippable and non-skippable ads.
- Mobile video at midnight: There is a high-engagement, late night window among a certain group of consumers. Completion rates peak during those hours, and the same holds for phone CTRs, suggesting a much deeper engagement.
- Ad frequency engagement: The study reveals that mobile video ad engagement, like other forms of advertising, declines with excessive ad frequency.
The MMA says it will continue producing this study as they “seek to learn how these initial metrics perform over time, as well as to evaluate new metrics that inform the vitality of mobile video.”
To download the full study, click here.