The inclusion of video in mobile rich media ads can boost engagement rates by 35%, according to Medialets, per a report from ClickZ. In addition, tablet rich media ads are more than two times as likely as smartphone rich media ads to include video. Based on data from Q1 2012, these numbers cover tablet and handset ads that ran on the mobile apps and mobile websites of Medialets' 200+ publisher partners. Among the other findings, Medialets reports that 40% of mobile rich media campaigns in Q1 2012 ran across multiple environments (handsets, tablets, mobile web and mobile apps, Android, and iOS), up from 20% in Q1 2011, which suggests that brands and agencies are embracing a broader definition of mobile, says Medialets.
Source: Cynopsis Media, 6/6/12
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