Smart-video ad format types on mobile devices outperform all other format types in all metrics, a new report says.
Mobile ad platform Celtra in its Q4 2014 Mobile Display Ads Performance Report said unit engagement rate is higher for smart video type interstitials than for standard interstitials.
And, not surprisingly, users are more engaged with ads placed within apps than ads placed in web browsers. Video completion rates for in-app ads were 80% for banners and 70% for expandable banners, compared to 60% and 52% respectively in web browsers.
The company said an increasing number of video ads were auto-play (75%), and noted that smart video expandable banner completion rates topped 70% in the quarter. The entertainment and technology verticals ranked highest in video ad completion rates, both above 70% in banner format.
For user-initiated video ads, the highest video play rates were in the automotive and entertainment verticals, but near 18%.