The Mobile Marketing Association (MMA), the leading global trade association for the mobile industry, has announced the revealing results of the first ever Mobile Video Benchmark Study. The study, commissioned by the Mobile Marketing Association (MMA) and its Mobile Video Committee, sought to provide mobile video performance insights to advertisers, agencies, publishers and third party video servers.
The study details for the first time a set of CTRs for different kinds of mobile video ads that can be used as benchmarks by the industry to gauge relative performance of different campaigns, platforms and ad types. Also, the study revealed very high completion rates (90+%) for mobile video - again, a first-time insight for a study of this scope. The study revealed five key benchmarks on Mobile Engagement, Ad Length, Operating Systems, and Time of Day.
"This collaboration of MMA members to produce a 'first of its kind' Mobile Video Benchmarking Study validates that mobile video is beyond the tipping point. We are seeing new behaviors and attitudes develop as mobile becomes validated as the real first screen," said Greg Stuart, CEO, MMA. "It's becoming clearer to us daily that Mobile Video is proving to be a very powerful tool for marketers to tap into the biggest transformation marketing has ever experienced."
The MMA secured participation from six leading mobile publishers to provide a complete month of mobile advertising data to determine and report video performance benchmarks. The framework was developed by the MMA Mobile Video Committee member organizations, which include: AdColony, BrightRoll, Brightcove, Hulu, Tremor Video and Videology. The study was based on raw data extracted from log files, and was aggregated and normalized by ImServices and the data analysis was led by Pre-Meditated Media along with the MMA and committee members.
The study focused on three key measures: Click Through Rates (CTR), Completion Rates and Non-Skippable vs. Skippable Ads. These criteria were evaluated through Ad Unit Length, Ad Format, as well as Time of Day, In-App vs. mobile, iOS vs Android and comparisons of phone usage vs. tablets.
"Mobile video has become an essential touch point to consumers everywhere and, as such, it's a growingly important platform for brands to evaluate along side Television and Online. Insights such as these can help brands make smart decisions around their mobile marketing investments, at a time when consumer time spent on mobile devices is exploding," said Will Kassoy, CEO of AdColony and co-chair of the MMA Mobile Video Committee.
Overall, the study revealed four unprecedented key insights about mobile video:MOBILE VIDEO ENGAGEMENT:
Using CTR as an initial proxy for engagement for mobile video is very strong, with CTR ranging from 1.41% to 2.66% depending on the ad format. Results are robust even for skippable video advertising despite the option for viewers to bypass ads.MOBILE VIDEO AD LENGTH:
Click rates for ads longer than 30 seconds tend to be lower than shorter-length units. This is true for both skippable and non-skippable ads.MOBILE VIDEO AT MIDNIGHT:
There is a high-engagement, late night window among a certain group of consumers. Completion rates peak during those hours, and the same holds for phone CTRs, suggesting a much deeper engagement.AD FREQUENCY AND ENGAGEMENT:
The study reveals that mobile video ad engagement, like other forms of advertising, declines with excessive ad frequency.
The MMA will continue producing this study as we seek to learn how these initial metrics perform over time, as well as to evaluate new metrics that inform the vitality of mobile video. The MMA is currently recruiting study participants for the next edition. To download the study, please visit www.mmaglobal.com/whitepaper/mobile-video-benchmark-study
About the Mobile Marketing Association (MMA)
The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organisation designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelise the use of the mobile channel. The more than 700 member companies, representing nearly 50 countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association's global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches. For more information, please visit www.mmaglobal.com. For information relating to the MMA's Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.