Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Report: Mobile Video Ads 5X More Engaging Than Standard Banners

Report: Mobile Video Ads 5X More Engaging Than Standard Banners

Millennial Media says 22 percent of mobile ads on the platform included Watch Video actions in 2014.

Ginny Marvin on April 2, 2015 at 2:31 pm

video ad engagement higher than banner ads

Engagement on video was 5x that of standard banners on average, according to a new study from Millennial Media. Advertisers in the technology and business services vertical saw 822 percent higher engagement from mobile video ads, and retail campaigns topped 628 percent higher engagement.

Adoption of mobile video escalated faster in some vertical than in others. Just 10 percent of automotive campaigns used mobile video ads, for example, compared to 27 percent of entertainment campaigns and 22 percent of consumer goods campaigns in 2014.

Looking at the goals of mobile campaigns generally, the most frequent objective was brand awareness and engagement (37 percent in 2014, up from 22 percent in 2013). Advertisers used video and retargeting ads primarily in their awareness and engagement campaigns.

Driving site or app traffic was the second most popular objective, yet this goal appears to have fallen out of favor somewhat this year with 24 percent of campaigns in 2104 having traffic as a goal compared to 30 percent in 2013. Product launch promotions also fell from 5 percent in 2013 to just 3 percent in 2014.

Retailers Use Mobile Ads To Drive In-Store Traffic & Mobile Commerce

Retail ran more mobile campaigns with the goal of driving in-store traffic this year (16 percent in 2014 versus 10 percent in 2013). This trend is certain to continue as online to offline attribution keeps improving.

Advertisers were more likely to include retail promotions actions in their mobile ads, in which advertisers promoted a sale or discount on a product or service, in 2014 than in 2013 (15 percent versus 10 percent).

Yet, isolating retailer campaigns, location and mobile commerce actions were more prevalent in retailers’ mobile campaigns than promotions. More than half (53 percent) of retail campaigns included a location action and 44 percent include a mobile commerce action in the ads.

The full report is available for download here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    What are your secrets to overcoming marketing challenges? Take our survey

    IAS introduces new Control Panel for contextual targeting

    Metaverse marketers favor virtual reality over NFTs

    Casted adds firmographic data to its B2B video and podcast platform

    Ruthless prioritization: The key to marketing momentum

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Customer & Digital ExperiencePerformance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events

Webinars

Data-Driven Answers to Achieve Omnichannel Success

Is Your Marketing Stack Ready for Omnichannel CX?

Outrank in Organic Search with These 5 Core Tactics

See More Webinars

Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports

White Papers

Realising the power of virtual events for demand generation

The Progressive Marketer’s Ultimate Events Strategy 2022 Worksheet

CMO Guide: How to Plan Smart and Pivot Fast

The Retail Renaissance Report, USA Edition: 4 Keys to Predicting Online & In-Store Demand Across Global Markets

Thinking Bigger About Marketing Budgets

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.