75% Of Mobile Video Ads Happen In-App

Study also finds that shorter, non-skippable spots excel

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. The study consisted of 500 million impressions from data contributors Hulu, AdColony, Tremor Video, Brightcove, BrightRoll and Videology.

Other intriguing findings from the MMA's research:

  • 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.
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