Mobile rich media ads engage users and encourage tap-throughs

Rich media ads are key to driving engagement among mobile users, found Medialets. Interactive elements of mobile ads, such as video or a product catalog can drive time spent to around 20 seconds. Brand-relevant games can hold a consumer's attention for well over a minute.

Despite these figures, just 12% of mobile ads on smartphones contain video and slightly more (30%) on tablets.

More key findings from the research include:-

- Mobile rich media ads generate tap-through rates of over 1%;

- Expand rate for mobile rich media ads is over 1%;

- Expandable banner ads are by far the most common, accounting for 64% of the total on smartphones and 60% on tablets.

The research was carried out because "performance of an ad will vary depending on factors like the quality of the creative, characteristics of the placement and-for mobile, in particular-the device on which it's run, it's still helpful to approach mobile with a baseline understanding of what can be achieved", according to Medialets' blog.

Tags: ad performance, banner ads, campaign analytics, consumer engagement, CTR, mobile advertising, mobile marketing, online advertising