A new report from social video platform Unruly Media may encourage you to add video to your digital advertising mix in the near future.
The data from Unruly indicates that online video viewers are super-engaged; nearly three times as likely to click-through to a brand's website from their smartphone or tablet than from their laptop or desktop device. The data, collected from over three-thousand campaigns, measured performance of mobile and desktop campaigns against metrics including plays, CTR's, interaction rates, and replay rates.
Unruly found that the average CTR for mobile campaigns (13.64%) was almost three times that of desktop (5.45%). In the last two quarters alone, the CTR on mobile video have been more than double what has been recorded on desktop (average rates of 11.18% and 4.25% respectively - an uplift of 163.05%.
"Everyone knows that mobile video consumption is exploding. What we're seeing in 2013 is an increase in brands requesting mobile-only social video campaigns, with short-form video formats which are native to mobile, such as Vine and Instagram, helping to drive this growth," said Matt Cooke, co-founder and CTO at Unruly.