Mobile Rich Media Benchmarks Q1 2011
by Elena Perez
06/07/2011
Earlier this year we shared the industry’s first mobile rich media benchmarks for in-app advertising. Today, we’re back with more data on the performance of Medialets-enabled mobile rich media campaigns throughout Q1 2011, across popular devices, ad formats and advertising verticals.
Highlights from Medialets’ Mobile Rich Media Benchmarks reports are below. Be sure to download the full report for more data, including vertical-specific benchmarks, mobile rich media best practices and industry insight.
Mobile Rich Media Ad Performance: Engagement
With 7% of impressions resulting in engagements, mobile Rich Banners are showing a strong response rate. The ‘takeover’ experience of mobile Rich Interstitials, however, drives even higher Engagement Rates, which are even further boosted when delivered to iPads.
Double-digit Engagement Rates are common among ad verticals that opt for Rich Interstitials for mobile devices, as shown by the chart below.
Engagement Rate for Rich Expandable Banners skew higher than other ad formats in mobile. This is due to the fact that Expandable Banners offer a pre-qualified audience by measuring Engagement Rate against the total number of expands rather than impressions.
Mobile Rich Media Ad Performance: Duration
Time spent with a creative is also an important indicator of performance. The following chart illustrates the Duration of time spent with Rich Interstitials on iPhones and iPads. Though iPhone Rich Interstitials show higher Duration compared to iPads, they were delivered with less frequency than iPad Rich Interstitials in Q1 2011.
There’s more…
This represents just some of the data provided in our latest Benchmark Report. Download the full Medialets’ Mobile Rich Media Benchmarks Report for additional data, including vertical-specific charts, industry insight and mobile rich media best practices.
To learn more about Medialets mobile rich media ad platform, contact us.