Online video is poised to capture a growing portion of the marketing budget. And, mobile video may be growing even faster than desktop video. What marketers really want to know, though, is whether consumers are clicking on the mobile video ads. According to Unruly Media, the answer to that question is yes.
Unruly based its analysis on data that it collected from over 3,000 branded campaigns that ran on its platform. So far this year, consumers have been clicking on more desktop and mobile video ads. The CTR growth for mobile, which includes both smartphones and tablets, has been much higher. Currently, the mobile CTR stands at 13.64%. At the end of last year, the CTR for mobile video was 3.73%. The interaction rate for mobile video is now at 22.64%.
The CTR for video on desktop has reached 5.45%, which is a 151.15% growth rate in the past year and the interaction rate in this format reach 15.08%.
Unruly analysts note that while there has been some fluctuation on a monthly basis, mobile video ad replay has been about “one-and-a-half times higher than desktop rates.” Analysts attribute some of this growth to advertiser interest in social video campaigns that are unique to the mobile environment – formats like Vine and Instagram.
Unruly’s statistics show that “[O]nline video viewers are almost three times more likely to click through to a brand’s website from their smartphone or tablet than their laptop or desktop computer.”
Are you working with your clients to develop new mobile video ad campaigns?