Mobile Video Ads Are More Engaging, Getting Longer
Mobile video ads are “performing better garnering higher engagement rights” than desktop video ads, according to a new infographic released by native video ad provider Jun Group.
In fact, Jun Group finds that engagement, which spans anything from visiting a brand’s site to sharing the video, is more than twice as high on mobile video ads as what it sees on desktop video ads (chart above). The company credits the difference in engagement rates to users being less distracted on mobile devices by things like multiple tabs and windows.
Advertisers are also beginning to embrace longer video ads for mobile devices, according to the research, which found that 54% of advertisers used 30-second ads, and a whopping 32% ran 90-second ads during Q1 and Q2 of 2013. That seems a little crazy to me. Though Jun Group specializes in what it calls “incentivized” video advertising and native video ads. So it’s possible that this data, which analyzed 10.2 million video ad views, covers ads that also function as custom content rather than what you and I know as the standard commercial.
Interestingly, advertisers are also relying less on celebrities and “shock humor” for online video ads, with both types witnessing a significant drop in 2013 compared to 2012.Tags: engagement, Jun Group, Mobile Video Ads, Native Video Advertising, Research