76% of Mobile Video Ads Are Viewed In-App [Study]
The Realtime Report
MAY 7, 2014
Mobile video is rapidly becoming the new darling of the digital advertising world, and the Mobile Marketing Association (MMA) recently conducted its first Mobile Video Benchmark Study to examine mobile video performance. ” The study was based on information from six leading mobile publishers, each of whom provided a complete month of mobile advertising data, and focused on three key measures: click through rates (CTR), completion rates and non-skippable vs. skippable ads.