Rich-media formats are more engaging on mobile platforms, study says

10/2/2012 | MediaPost Communications

Mobile click-thru rates outpaced their desktop equivalents by a factor of three to five times, according to a Say Media/comScore study. Rich-media formats such as product carousels inspired three times higher click-to-site engagement than ordinary ad units. Automotive ads were particularly boosted by use of rich media, with engagement 28% higher on average.

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