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BizReport : Advertising : April 10, 2013

Celtra study reveals mobile video ads have almost 50% completion rate

Research by Celtra into mobile rich media ads found that video is not only the most popular ad feature but also attracts completion rates of almost 50%.

by Helen Leggatt

In their analysis of mobile ads running in the last quarter of 2012, Celtra found that 43% of mobile ads feature video. Despite mobile users' shorter attention spans, video was found to be one of the best-performing ad formats.

Furthermore, videos appear to encourage more engagement than other formats. Just over 14% of viewers interacted with a mobile ad by playing a video, up 50% on the previous quarter. Better still, almost half (47.8%) watched the entire video.

An interesting finding from the analysis is that of video length and attention span.

"Very short videos (shorter than 30 seconds) which are almost exclusively reused classic TV commercials have the lowest completion rate (35.8%). Longer videos (30 - 60 seconds) are the best performing ones," writes Celtra co-founder and chief product officer Matevz Klanjsek on the company blog. "These are typically movie trailers and other high quality content. Yet longer videos (longer than 60 seconds) mostly belong to the video presentation category and their performance is only slightly below the movie trailers. Surprisingly, attention span and completion rates even rise a bit as the videos get very long (150 seconds and longer)."

The full findings of Celtra's analysis can be found on their website.

Tags: advertising, mobile marketing, mobile video, video ads

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