Mobile Video Viewability
According to eMarketer, mobile video ad spend is growing faster than ever with an estimate of US$3.94 billions in 2016, up 47 percent from 2015. As mobile usage continues to grow, many content based mobile sites are moving towards inserting video ads between content and in-app.
Hotmob’s data resonated with the trend based on a 20 percent year to year growth in mobile video ads. Amongst all Hotmob available video ad formats, 83 percent of the mobile video ads meet the viewable video ad standard of Media Rating Council (MRC) and Interactive Advertising Bureau (IAB), which fulfilled 50 percent of the ad’s pixels on-screen for at least 2 consecutive seconds.
Most mobile video ads reached an average 54.7 percent view rate, which implied that 5 in 10 viewers would click to play these videos, in particularly those with captivating opening, attractive images and clear call-to-action.
Besides Hotmob’s video ad formats are incredibly powerful because they also support Pop Up and HTML5 creatives, which are available on Instant Video Pop Up (iOS) and Click to Video Pop Up (Android).
Mobile Video Engagement
Video engagement is referred to the proportion of mobile video ad which viewer would usually complete or stop at. Here a 1-minute mobile video ad is used as standard measure and based on Hotmob’s data, 21 percent of viewers on average would complete the whole video and 32.7 percent on average would watch at least 15 seconds of the whole video.
These engagement rates provide a good insight on what sort of contents or key messages should be included in the first 15 seconds of the mobile video ad.