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The Mobile Marketing Association published its first Mobile Video Benchmark Study this week, aggregating 559 million ad impressions served in March 2013 by a number of different publishers such as BrightRoll, Hulu and Brightcove.
The report shows some interesting performance metrics for skippable versus non-skippable video ads, which accounted for 32 percent and 68 percent of the impression volume, respectively. Not surprising, completions rates for skippable video ads were significantly lower than non-skippable ads, which, by their nature, have completion rates in the 90th percentile. What is surprising, however, is that click-through rates (CTR) for skippable ads did not exhibit the same dramatic differences from non-skippable ads. Value exchange video ads offer incentives for users to watch the ads in full, so it’s not particularly shocking to see they also have the highest engagement rates. Click-through rates were lower for both skippable and non-skippable ads that were longer than 30 seconds. As is often the case with other forms of digital advertising, CTRs dropped off significantly with excessive frequency.
More than three-quarters of the ad impressions included in the data ran in-app, with nearly half (46 percent) running on phones. As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.
MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. The Mobile Marketing Association is releasing its first benchmark-styled study for video ads, finding that 75 percent of spots served to on-the-go consumers happen in mobile apps. Non-skippable 15-second-or-less ads garnered a completion rate of 92 percent compared to just 9 percent for spots that had the skip option.
Fifteen-to-30-second ads were completed at a 94 percent rate for non-skippable units, while 12 percent were completed when the spots could be bypassed. For video ads more than 30 seconds long, the non-skippable unit produced a 96 percent completion rate compared to 14 percent for skippable spots. Smartphone-based video ads peak during primetime TV hours, with some 17 million impressions served nightly. Columnist Thomas Stern discusses best practices for video advertising across a wide variety of platforms and channels, including mobile, display and social.
The expanding reach and connectivity of digital video advertising provides marketers with improved outlets for engagement. Increasingly, consumers are cutting their ties to traditional media and turning to digital video for discovery, entertainment and brand awareness. Cross-channel video advertising has transformed how brands reach users at key points of the customer journey and influence conversions with highly engaging media.
Over the last few years, research firms such as eMarketer have tracked the maturing value of display advertising, noting extensive growth across all digital channels since 2013. Video advertising creates a more stimulating environment for consumers by meeting their expectations for content. In this article, I offer marketers some insights to help leverage a variety of targeting opportunities and delivery techniques to create effective cross-channel video advertising campaigns. With integration throughout content networks, brands can deliver extremely relevant, engaging videos to users across social, mobile and traditional outlets — improving brand awareness, conversions and retention.
The structure of video advertising is changing as the range of digital content continues to expand.
Cross-channel video campaigns connect with users across websites, social networks, mobile devices and connected TVs, delivering content fluidly along different touch points of a consumer’s journey.
Successful cross-channel video advertising campaigns will reach users with targeted content across their entire path to purchase and identify their point of conversion.
Visibility at each of these touch points allows users to build trust and awareness with your brand. In-stream video ads display content within a video player before, during or after a piece of video content. Typically, 15- to 30-second pre-roll video ads are used to display an advertisement before a video begins. Direct traffic from your ads to additional video content on your website to foster a user’s video experience and further stimulate engagement.
Advanced audience targeting allows your brand to display relevant video content within banner ads and text links on the sites users already explore and trust. For example, a user may come to a site to view an article about designer shoes and experience a targeted auto-play video from a shoe retailer in place of a standard banner ad.

To be successful, ensure that you and your media buyer have a good understanding of audience segments targeted within campaigns. Additionally, display ads can be a good platform to draw additional engagement with interactive and expandable media that rewards users who click to learn more. Social media networks offer a unique platform to deliver video content that goes beyond promotional advertising.
Most social platforms allow marketers to share videos directly in the news feeds of targeted audience segments, which can stimulate additional reach organically.
According to eMarketer, digital video advertising spend will double by 2019 in response to a surge in mobile video.
As recent data from Cisco suggests, video is the preferred content platform for mobile users and will soon make up two-thirds of mobile online traffic.
Mobile video advertising presents many of the same targeting and delivery options as desktop, with two distinct advantages.
Second, 68 percent of video on mobile devices is non-skippable, according to the Mobile Marketing Association. To take advantage of this opportunity, keep your videos actionable, between 16 and 30 seconds long, and develop content that adapts to different screen sizes. Perhaps the most exciting advancement in video advertising is programmatic TV, which allows marketers to deliver digital video advertising through television sets.
Unlike traditional channels, programmatic TV advertising allows brands to deliver highly focused and measurable video content across connected TV, linear TV and addressable TV outlets, creating value and operational efficiency for marketers and consumers.
Create your video content to be flexible with all screen sizes, as users may be streaming from large smart TVs or small mobile devices.
To get the most out of your video advertising, develop a cross-channel strategy that incorporates a variety of delivery methods to engage users at all stages of the discovery process and across all devices.
Video exposure throughout their path to purchase can grow awareness and improve conversion rates. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Thomas Stern leads client strategy and solution development as SVP of Client Services at ZOG Digital. The majority of video ads are less than 15 seconds In length, research from the Mobile Marketing Association has found, with the skippable completion rates ‘dramatically lower’ than non-skippable.
The Mobile Video Benchmark Study of 559m ad impressions discovered that 65 per cent of video ads were linear videos, which saw a 93 per cent completion rate for non-skippable ads, compared to eight per cent completion for skippable.
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With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.
The study consisted of 500 million impressions from data contributors Hulu, AdColony, Tremor Video, Brightcove, BrightRoll and Videology. Para reproducir la musica que tendra que actualizar su navegador o actualizar el Plugin de Flash. BI Intelligence reports that in 2016, digital video will reach nearly $5 billion in ad revenue due to developing delivery channels, amplified engagement and the highest average click-through rate (1.84 percent) of any digital format.
Digital video advertising empowers brands to build stronger connections along the path to purchase with niche-focused content delivered across an increasing variety of digital channels and connected devices. Display ad spend from video, banner ads, rich media and sponsorships is set to surpass total ad spend for search advertising this year. Consumers engage with content at a feverish pace and scroll past ads that fail to capture their attention.
It allows brands to quickly inform and visually entertain, which generates a powerful platform for conversion when accurately targeted across user behavior patterns. Expand your digital reach with video advertising that connects your target audience segments with the digital content experiences they desire.
With more channels for delivery and improved targeting features, video advertising now allows brands to reach audience segments across their preferred platforms to stimulate the highest levels of ROI.

This increased exposure with engaging, targeted content positions brands for purchase in an increasingly competitive landscape. They initiate the process by building a consideration set of possible brands and models that fit their needs. Actionable exposure can aid conversion whether users encounter video display ads on trusted websites, in-stream videos from their mobile device, sponsored content across social networks or targeted video content displayed across connected TV devices. Enhance your overall value with connected strategies in each of the following video platforms. This is a great way to target niche audience segments already searching for video content to solve a need. According to Google, these ads are most effective when focused around branding, as conversion rates are often lower than with other forms.
Many in-stream ads can be skipped after five seconds, so convey your message quickly, and incorporate strong calls to action early in your video. Ensure that you create a positive experience for users by directing traffic to relevant landing pages that correlate with the targeting used initially to trigger a view. This lets brands piggyback on the authority these pages hold, building trust and driving conversions with targeted solutions.
This can be an effective way to stimulate action from users already engaged in discovery and at key points in their research process. Align your video content with relevant user interests and websites to improve the impact of your investments.
Unlike in-stream and display advertising, videos advertised within social media channels are inherently more shareable, as they are well integrated within the content users have come to interact with. Create video content tailored around the detailed user interests and demographics accessible in social channels, and leverage paid amplification to heighten exposure and engagement. By incorporating compelling content and imagery within the first three seconds of videos, brands can increase viewing and retention rates from social videos.
To be visible in such a fast-paced market, brands must adapt to changes in consumer behavior.
First, studies from Google and Ipsos have found that mobile video holds more attention and provides additional opportunities for real-time engagement. This means your mobile views are more valuable and present the opportunity for higher completion and click rates. Instead of conventional show ratings, this platform leverages advanced audience data to deliver targeted videos to niche segments already engaged with related video content. Programmatic TV advertising allows for extremely niche targeting to user segments already watching video content and comfortable with video advertisements. If you are looking for something specific, take a look at our Parts Catalog to see what we can do for you.
This shows that marketers are flocking to more visual and connected forms of advertising that adapt to changing user behaviors.
As users collect information across relevant and trusted sources, video ads can reach users on those sites with content targeted around the needs specific to different stages of search (such as product information or nearby stores).
Incorporate remarketing code on your landing pages to continue delivering targeted ads that grow awareness and stimulate conversion as users move around the web. To increase retention and ROI, make your content actionable, with clear value and strong calls to action displayed early within an ad.
Additionally, sponsored videos within social networks often look very similar to organic content and are equipped with additional features that allow users to share, like and discuss. Furthermore, make sure your thumbnails are compelling enough to encourage users to stop scrolling and engage with your content. There is a massive, growing market of mobile consumers looking for quick, valuable and relevant content on the go.
Additionally, targeting features expand audience reach, allowing marketers to retarget website visitors who did not convert, competitors’ customers and user segments as they move across devices. Additionally, video ads can reactivate a user’s search by connecting during lulls in their research process with social, mobile and programmatic TV advertising.

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