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BizReport : Mobile Marketing : March 04, 2015

Millennial Media: Video increases engagement

The mobile space is changing fast and not just in the size of tablets and smartphones. According to Millennial Media's new 2014 Year in Review Mobile Mix, the biggest mobile players are trading places when it comes to market share and advertising.

by Kristina Knight

For quite some time the Android marketplace has held on to more consumers in the mobile space while Apple's iOS has long held on to the top spot for ad impressions. One of the biggest changes for the mobile space in 2014 is that Apple's hold on ad impressions has lessened. According to a new Millennial Media report Samsung has pushed Apple out of the #1 spot, serving more ad impressions that the long-time leader.

That isn't the only big chance for the mobile space, either. While 91% of mobile marketers continue to push banner ads into the space, Millennial's report shows that video ads are the format that is engaging consumers. The research shows that app developers and publishers saw about two times higher engagement rates (2013 vs. 2014), and that is due to the fact that they allowed for more video into their platforms.

Some other interesting takeaways from the report include:

• 29% of apps now allow for video content/ads
• 54% of tablet impressions are from Android tablets, 44% from iPads
• 73% of all mobile impressions are from smartphones
• Games, Music/Entertainment and Productivity apps remain the top 3 categories

Image via Shutterstock

Tags: advertising, millennial media, mobile ad trends, mobile marketing

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