- Primetime is Tablet Time. Tablet viewing peaks in the evening, with primetime hours (8 p.m. to midnight) representing 25.7% of total views. iPad viewing peaks at 10 p.m., slightly later than viewing on Android tablets.
- The Android Phablet Effect. While iPhone viewership tends to decline during primetime, 33.9% of all views on Android phones take place between 8 p.m. and midnight.
- Mobile Video Viewing Peaks Late in the Week. Half (49.0%) of mobile video ads are watched between Thursday and Saturday. Weekends see the highest completion rates.
- Click Through Rates Higher on Mobile than Non-Mobile. Click rates are higher on mobile than non-mobile devices, at 4.9% versus 0.6%.
Mobile devices are ubiquitous — they are in every purse or pocket, are seldom left behind when away from home and are usually the best way to contact someone. They are the most personal devices we own. Consumers’ constant connection to their mobile devices offers marketers a unique opportunity to deliver hyper-relevant information based on content, demographics, even location, in ways not possible on non-mobile devices.
During the second quarter of 2013, TubeMogul collected data on mobile in-app pre-roll ads bought programmatically, pinpointing the best days and times for marketers to target viewers.
Data for this report comes from top brand campaigns run through TubeMogul’s media buying platform in the second quarter of 2013, spanning millions of mobile pre-roll video ad views. Unless otherwise noted, data is from the United States and reflects an entire campaign’s lifecycle, which typically lasts 3-6 months. All time zones are localized.
Mobile Views by Time of Day
Mobile Views by Day of Week
Mobile Interaction by Country
The positive changes in engagement with mobile video ads presents a great opportunity for brand marketers to reach consumers in ways not possible via traditional devices such as desktops and laptops. With data showing viewers are mostly engaged at night and on weekends, targeting opportunities are even greater. Marketers can now combine the power of video branding with the accessibility of a global market and a connection with consumers that is right in the palm of their hands.