Mobile ad trends- Brits more comfortable with instream video and mobile advertising

Mobile advertising is performing better in the UK than in the US, while rich media formats are driving more clicks, according to new research.

The Advertising Global Benchmarks performance report, from MediaMind, collates data from thousands of advertisers and campaigns, and billions of impressions.
It offers performance benchmarks (including CTR, dwell time and rate, video start and completion stats) by vertical, ad format and ad size with country-by-country comparisons.
The latest benchmark report reveals the following about UK consumers:
UK consumers more keen on instream video ads
Video Due to high levels of user experience with video advertising in the UK, viewers seem to be more willing to watch video ads, indicated by higher completion rates than the broader region. The difference was the highest among in-stream video, where 75.02% of video ads played to completion, compared to 74.32% in Western Europe and 56.94% in Europe, the Middle East and Africa – where Internet users are less familiar with the format.
Mobile ads performing better in the UK than in US
Mobile advertising in the UK was also effective: Mobile banner CTR reached 1.15%, almost three tenths of a per cent higher than the US (0.87%).
Richer formats drive stronger CTR
According to MediaMind’s H1 2012 Global Benchmark Report data for the UK, standard banners had a CTR of 0.08%. Online ads experienced a rise in click-through rates (CTRs) as they incorporated more rich media elements, including rich media with in-banner video (0.17%), expandable formats (0.23%) and floating ads (2.09%).
Expandable formats and pushdown banners also had higher dwell rates than any other rich media formats, at 7.22% and 9.28%, while dwell time reached 70.28 seconds and 70.22 seconds for the ads. Dwell, a proprietary MediaMind metric, uses a cursor tracking technology that measures how long a user hovers over an ad or plays a video.
The H1 2012 MediaMind Global Benchmarks report is available from the research section of MediaMind’s website.

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