Viewers Not So Interested in TV Ads Rehashed on Mobile

Celtra has taken a look at video content in mobile rich media ads, researching 151 such ads viewed by more than 730,000 people running on AdCreator in Q4 2012, using a “balanced sample of different ad formats run across different publishers and networks.” The study finds that despite theories of short attention spans on mobile, completion rates for very short videos (less than 30 seconds), which were almost all re-used classic TV commercials, had the lowest completion rate (35.8%), behind even the longest ads (150 seconds and longer), which had a roughly 50% completion rate. (more…)