PointRoll: Mobile ads match rich media by some measures

05/16/2013 | MediaPost Communications

In-stream video ads served to desktop computers outperform mobile ads by most measures, according to a PointRoll study. The video ads garnered a click-thru rate of 0.62%, compared to a rate of 0.10% for standard banners, 0.14% for mobile ads and 0.15% for rich media ads. In-stream ads also topped mobile in video completion rates. "When it came to overall interaction rates, however, mobile ads didn't fare as well. ... Mobile had a 0.96% interaction rate compared to 4% for rich media, and 5.7% for in-stream video," writes Mark Walsh.

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