TubeMogul recently looked at how different ad units performed on tablets, mobile phones and desktop computers. Below you’ll find the winners in each category. Show More
TubeMogul recently looked at how different ad units performed on tablets, mobile phones and desktop computers. Below you’ll find the winners in each category.
Pre-roll ads are video ads that appear before content plays. Phones are better than tablets at getting users to watch an entire pre-roll ad, but desktop trumps both mobile outlets. The same is not true of skippable pre-roll ads where tablets perform best followed by phones. Both have better completion rates than you’d see on a desktop.
In fact, tablet users are 3.5 times more likely to finish a skippable ad than a desktop user. Don’t discount mobile devices because of their smaller screen size: in mobile the context is as important as the content.
Mobile Operating Systems
Operating system is nearly as important as device size when it comes to completion rates. Apple beats Android on both phone and tablet, but the elusive Blackberry tablet has an amazing 78% completion rate.
A word of caution here: different people buy different phones. The audience reached may be more important than the completion rate. But if marketers see their target audience across all mobile devices, then targeting iPhones and iPads may give an advantage.
Mobile Interactive Pre-Roll Ads
Mobile interactive ads
are different than pre-roll ads. They are video ads that appear in-app on mobile devices with an interactive overlay. The ads take over the whole screen and create an engaging environment for the viewer.
Both types of mobile devices have high completion rates for in-app ads, but tablets perform 14% better than phones. In-app ads on tablets also outperform linear pre-roll ads on tablets by 19%. Both device mobile types have stellar click through rates on in-app ads at 13%.
Based on the strong completion rate on both devices, marketers may find better overall completions rates by adding in-app video to their mobile campaign.
In the UK, phones and tablets excel at both passive engagements, like completed ad views, as well as active engagement, like clicks. Marketers who are testing and learning may find the most benefit by targeting mobile devices for skippable ads and including in-app interactive ads in their mobile campaign mix.
Source: Ad Age, Ad Age Advertising Century Timeline, March 29, 1999
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