We’ve just released Q4 2014 Mobile Display Ad Performance Report; a quarterly published benchmarks providing insight and market analysis about the performance of mobile display ad products.
We’ve just released Q4 2014 Mobile Display Ad Performance Report; a quarterly published benchmarks providing insight and market analysis about the performance of mobile display ad products.
The latest edition of reports sees the growth witnessed in previous quarter continue in Q4 across key engagement metrics, such as unit engagement rate, video play rate and video completion rate. Smart video ad format continues to show great potential as it now outperforms all other format types in all metrics.
Highlights:
- Shares of impressions for banner and interstitial format type are growing. Banner impressions now represent over a quarter of all requested impressions. Since Q4 includes the holiday shopping season, it is no surprise that Retail industry represents over 20% of all quarterly requested impressions.
- The performance of banners has doubled this quarter – we witness higher unit engagement rate, video play rate and video completion rate. On interstitials, unit engagement rate has increased too (from 2.5% to 3.4%) while ad expansion rate for Expandable banners remains unchanged at 0.66%.
- We had witnessed a lift in expansion rate in Smart video formats by 75%. While unit engagement rate for Standard expandable banner has dropped by 35%, it has increased by 30% on Smart video formats.
- Auto-play video is taking over, with 75% of videos in all Q4 creatives set to auto-play which have also been included in video completion rate calculations. Video completion rate is 59% in Standard expandable banners, and even higher (71%) in Smart video expandable banners.
- Eager shoppers used location-based features. Engagement with location features peaked in Q4 2014 with 25.7%.
- Top performing verticals: Retail vertical is the absolute Q4 winner with 1.06% ad expansion rate. Highest unit engagement rates for Expandable banners were witnessed in Travel (23.9% and Technology vertical (20.9%). Longest time spent on ad unit was in Food & Beverage vertical (20.1 sec in expanded unit). Highest video play rates for user-initiated video were present in Automotive and Entertainment verticals, both 17.7%. Highest video completion rates were measured in Entertainment and Technology verticals, both above 70% in Banner format.