Video Ads Pump Up Mobile User Engagement

If you're wooing mobile users, spice up your ads with video. According to a new study by Medialets, a mobile rich-media ad firm, in the first quarter of 2012, mobile rich-media ads containing video had an average of 35% higher engagement rates, and mobile-device users spent three times longer interacting with the ads. Users who expand mobile ads spend about 20 seconds within the advertisement, but if video or product catalog information is integrated with the ad, average expand time rises to over one minute. Yet only 30% of mobile ads on tablets contain video, and only 12% of ads on smartphones -- for now. To read about the mobile ad study, see http://www.clickz.com/clickz/news/2182049/study-video-boosts-mobile-engagement-rates