Pre-Rolls Seeing Lower Completion – but Higher Click Rates – on Mobiles

Slightly more than half of mobile in-application pre-roll ads were completed in the US during Q2, according to a TubeMogul analysis [download page] of programmatically bought ads. While pre-roll completion rates were lower on mobiles than on desktops, the opposite was true for click-through rates, which averaged 4.9% in the US on mobiles versus just 0.6% on non-mobile devices. (more…)