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Skippable video ads comprise a third of all ad impressions, Mobile Marketing Association finds

on Apr 25, 2014 | 0 comments

By Ishbel Macleod

The majority of video ads are less than 15 seconds In length, research from the Mobile Marketing Association has found, with the skippable completion rates ‘dramatically lower’ than non-skippable.

The Mobile Video Benchmark Study of 559m ad impressions discovered that 65 per cent of video ads were linear videos, which saw a 93 per cent completion rate for non-skippable ads, compared to eight per cent completion for skippable.

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Source: The Drum