Report finds new Smart video ad formats highly effective, highlighting an increasingly important role video plays in user engagement
BOSTON – Celtra Inc. released its Mobile Display Ad Performance Report for Q2, 2014. This quarterly produced benchmark report provides insight and market analysis about the performance of mobile display ad products. The report finds overall improvement across key engagement metrics, including ad expansion rate, ad engagement rate and time spent, which can be attributed to seasonality, better quality of creatives as well as a maturing buying ecosystem with improved targeting.
“The optimistic outlook for mobile and, indeed cross-screen display, is fueled among other things by improving ad performance which can be largely attributed to increasingly harmonious media buying and creative strategies.”
Newly included in the report, Smart video ad formats are proving to be extremely effective, over-performing in both ad unit engagement rate and time users spend on ad unit. Smart video ad formats represent the latest in mobile video ad technology, providing the most scalable, cross-screen, in-banner video ad experience with the widest reach through Celtra’s own innovative video capabilities and responsive ad design.
Key Benchmarks:
- Ad Expansion: Ad expansion rate for standard ad formats increased significantly this quarter, from 0.51% to 0.61%. Smart video ad formats performed even better with the expansion rate leveling at 0.73%. The best performing vertical was technology, which yielded an ad expansion rate of 0.79%.
- Ad Engagement: Ad engagement rate saw overall increase and while standard ad formats grew to 13.5% from an average of 10% for the last few quarters. Smart video ad formats delivered a remarkable 24.7% ad unit engagement rate. Entertainment and Consumer Packaged Goods (CPG) ads generated the highest engagement rates by vertical.
- Time Spent: As users continued to spend more time interacting with the ad content, Smart video ad formats took the lead with an average of 25.4 seconds time spent on ad unit, while the average time spent on standard ads doubled to 16.5 seconds in Q2 (8.2 seconds in Q1).
“After eight quarters of consecutive drops, this is the first time we see a significant rebound – for almost 20% – in expansion rate, proving wrong doomsayers who have been predicting that mobile would eventually fall to the lows of desktop performance,” said Matevz Klanjsek, Co-Founder and Chief Product Officer of Celtra. “The optimistic outlook for mobile and, indeed cross-screen display, is fueled among other things by improving ad performance which can be largely attributed to increasingly harmonious media buying and creative strategies.”
To view the full Mobile Display Ads Performance Report, please visit Celtra.com/knowledge.
About Celtra Inc.
Celtra Inc., empowers agencies, media suppliers and brand leaders alike with an integrated, truly scalable cross-screen HTML5 technology for brand advertising on smartphones, tablets and desktop. AdCreator 4 is built to run large-scale and complex campaigns. It is a single platform for streamlined ad creation, performance optimized serving and consolidated reporting with common metrics across all screens. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.
Celtra is headquartered in Boston (MA), with offices in New York City, Chicago, Los Angeles, San Francisco, London (UK), Tokyo (JP) and Ljubljana (SI).
