The click-thru rate on video pre-roll ads viewed on mobile devices is dramatically higher than on PCs, according to a TubeMogul study of the second quarter. CTR on mobile averaged 4.9% versus 0.6% on PCs, a phenomenon attributed to mobile devices' typically more casual use compared to work-oriented PCs. Mobile video viewing tended to happen near the end of the week, peaking on Thursdays and Saturdays, and ad completion rates were highest on weekends, writes Mark Walsh.

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