Mobile Video Has Higher Retention Rate than Online Video
Rhythm, a mobile video ad network that served an average of 535 million content views in the fourth quarter of 2010, recently released its “Mobile Video Advertising Report: Q4 2010.” Among the key insights in the report was the finding that viewer retention rate for mobile video is far superior to the retention rate for online video.
The video and display ad units that Rhythm defines are: 1) interactive pre-roll video, which is an-stream video ad that plays before premium video content without any re-buffering; 2) app launch ad, which displays while an app is loading; 3) full-page ad, which displays in photo galleries; and 4) banner ad.
The company found that users watched more video in apps (about 11 monthly views per unique viewer) than on the mobile Web (about two monthly views per unique viewer) in the fourth quarter.
While viewer retention in the first 10 seconds was 94 percent for mobile video, it was 81 percent for online video. In the first 60 seconds, viewer retention was 81 percent for mobile video and 56 percent for online video.
Rhythm also highlights that in the fourth quarter, 87.9 percent of viewers watched 75-100 percent of interactive pre-roll video ads.
The iPad got the highest click-through rate (CTR) in the fourth quarter, with about 2.25 percent for interactive pre-roll video ads. The iPod Touch had a CTR of 1.5 percent, while the iPhone had a CTR of about 1 percent, and Android had a CTR of about 0.5 percent.
The report from Rhythm also shows that using actionable words (e.g., “tap to video,” “view more,” etc.) increased CTR by 67 percent for full-page ads. The average full-page ad had a CTR of 3.7 percent, while the average full-page ad with written call-to-action had a CTR of 6.17 percent.
The automotive sector received nearly 30 percent of ad revenue in the fourth quarter on Rhythm’s network, making it the leading sector. Mobile/telecom was second, followed by CPG, travel/hospitality, entertainment, retailers, consumer electronics, financial services/insurance, government/education, and beer/wine/spirits.
According to Nielsen, about 22 million U.S. mobile subscribers watched video on a mobile phone in the second quarter of 2010, the most ever. This is the equivalent of about 9.6 percent of all U.S. consumers who used a mobile phone.
About 55 percent of all users who watch video on their mobile phones were in the 25-49 age group, according to Nielsen.
According to comScore, 4.8 percent of the total U.S. mobile audience watched TV and/or video on their mobile phones in June. Meanwhile, 22 percent of the mobile audience in Japan watched video content on their mobile phones, and 5.4 percent of the mobile audience in Europe did the same.
Sources:</strong
http://rhythmnewmedia.com/pdf/Q4-Rhythm-Mobile-Video-Ad-Report_Final.pdf
http://blog.nielsen.com/nielsenwire/online_mobile/americans-watch-more-mobile-video-now-than-ever/
