Engage:BDR has recently released a new study on how consumers are interacting with mobile video. The study, titled, “Mobile Video Research” took place over a period of six months and looked at over 218 million mobile video impressions. This is one of the most in depth looks at the mobile video environment to date and it has a lot of great information that marketers can use to improve the results of any video marketing efforts made.
CTR: SmartPhones vs. Tablets
One key area that was looked at in the study is the difference in performance between smart phones and tablets. In many cases marketers will lump these two devices together as ‘mobile traffic’ and assume that they are used in largely the same way. That is not always the case.
When it comes to the overall click through rate for mobile videos, smart phones actually far outperform tablets, which will likely surprise many people. The CTR for smart phones is a full 33% higher than with tablets.
When you look at the general mobile web traffic the smart phones get clicked on 80% more than tablets, which is amazing. If you move over to in-app traffic, however, tablets perform 36% better. This means that if you are looking to target specific device types you will want to make sure you are putting videos on smart phones for general web traffic and tablets for in-app traffic.
Most good ad networks make this quick and easy with just a few setting adjustments in the campaign. While this may not seem like a big move, it can have a significant impact on the bottom line of your overall mobile video campaign.
If you are interested in learning more about what was found in the research done by Engage:BDR, you can download the report HERE. The report is free of charge though they will request your email address.