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MMA Releases Mobile Video Benchmarks

Thursday, April 24, 2014

The Mobile Marketing Association (MMA) has released its first ever mobile video benchmark study, in partnership with companies including Tremor Video.The study focused on three key measures: Click Through Rates (CTR), Completion Rates and Non-Skippable vs. Skippable Ads. These criteria were evaluated through Ad Unit Length, Ad Format, as well as Time of Day, In-App vs. mobile, iOS vs Android and comparisons of phone usage vs. tablets. The study revealed very high completion rates (90+%) for mobile video.

Read more about Adweek's take on the study and results here.

Tags: research technology MMA

Author: Mandy Albers

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