Medialets Mobile Rich-Media & Video Advertising Benchmarks

This report includes analytics derived from analyzing data points that occurred between January 1st and May 31st, 2015 on Medialets’ mobile and tablet ad serving platform.

Device Performance Insights

More rich media ads are served on handset devices because of better click performance.

Consumers view significantly more rich media ads in app environments than mobile web.

Consumers click rich ads at the highest rate on handset mobile web.

Consumers expand rich ads at the highest rate on tablet mobile web.

Consumers interact with rich ads at the highest rate on tablet mobile web, followed by handset app.

Rich media ads on handsets across both app and mobile web have higher invalid traffic rates than those on tablets.

Full page ads are most effective at driving user engagement.

Video Insights

Most rich media ads served on tablet include video.

Most tablet rich media ads have video, which drives the highest expansion rate.

Expansion view duration is higher for rich video units across devices.

VAST video ads have better completion rates on tablet.

VAST video ads have better completion rates on mobile web.

Vertical Insights

Automotive is the top rich media vertical, followed by CPG and Pharma.

Pharma rich media ads have the highest click-through rate.

Retail has the highest expansion rates.

Product specifications is popular rich media feature.

Rich Media Attribution Insights

Consumers convert more after engaging with handset rich media ads.

Conversion rates are two times higher on app than mobile web.

View-through significantly increases total conversions measured.

80% of conversions take place within the first two weeksafter ad exposure.

Appendix

Glossary of Terms Used in this Report

Rich MediaAn ad that a user can interact with, as opposed to solely animation.

ImpressionsNumber of times Medialets counted that a mobile ad was delivered to a valid audience (not to a bot, spider or other non-human traffic source).

Click-Through Rate (CTR)Ratio of total valid clicks to total valid impressions.

EngagementsAny interactions with a Rich Media ad other than expansion or dismiss.

Engagement Rate For expandable ads, engagement rate is the ratio of impressions where one or more engagement occurred to total expands. For rich banners & rich interstitials, engagement rate is the ratio of impressions where one or more engagement occurred to total valid impressions.

Video Completion Rate Number of times that at least 25%, 50%, 75% or 100% of the video was watched.

Conversion RateRatio of total conversions to impressions.

View-Through Conversion When a conversion event occurs (as defined by the brand) after a user saw an ad on app or mobile web but did not click-through.

Click-Through Conversion When a conversion event occurs (as defined by the brand) after a user saw an ad on app or mobile web that they then clicked on.

Expansion RateRatio of total expands to impressions. Note that expands are not counted toward engagement rate.

Expansion Duration The average amount of time in seconds when users expanded and interacted with a Rich Expandable ad.

Invalid Traffic Rate Ratio of invalid impressions (bots, spiders, and other non-human traffic) to total impressions (valid + invalid impressions).

WPP’s Medialets is creator of Servo™, the only technology that helps marketers manage and measure the complete ROI of mobile ad campaigns. Servo is also the only buy-side mobile ad server to receive Media Rating Council (MRC) accreditation for mobile display, rich media and video served ad impressions across mobile web and app, enabling brands and agencies to measure mobile campaign delivery with confidence. Founded in 2008, Medialets is headquartered in New York City with offices in London, Chicago and Los Angeles.

To learn more, visit http://www.medialets.comand follow us on Twitter @medialets