×
支持199IT发展可加入知识交流群(10K+用户),最有价值数据分享!
点击即可加入!
关闭

TubeMogul:移动视频广告拥有更好的CTR

在手机和平板电脑上看视频时,用户比在PC上更愿意点击视频广告。这个来自视频广告服务提供商TubeMogul针对美国用户的研究发现:移动设备上视频前贴片广告的点击率高达4.9%,而在PC上只有0.6%。

TubeMogul认为移动视频广告点击率高是因为用户此时处于更加休闲的状态,在平板电脑上更是如此。数据显示平板电脑观看视频节目的黄金时间在晚8点到午夜,而智能手机则整天都比较平稳

不同平板平台的用户行为也很类似,iOS和Android平板的早-晚时段接近。iPad用户的峰值要更晚点,在晚上10点到午夜。

iPhone手机用户看广告的黄金时段在早上7点到10点,而Android用户的黄金时段在晚上来临。最多的移动视频广告播放次数来自工作日,周二是高峰,然后是周六。

广告播放完成率周末最高,平均为52.2%,工作日为44.4%,说明周末休闲状态下用户更愿意接受广告。

对广告主而言,手机视频广告提供了一个相比PC更好的连接用户的机会。尤其在用户周末的休闲时光。

Mobile Views by Time of Day

Views by time of day and device type: While viewing patterns are similar between tablets and smartphones, the gap starting at 7 p.m. suggests a tradeoff: viewers favor their tablets over their mobile phones during primetime (8 p.m. to midnight), which represents 25.7% of the day’s views.

Tablets: Views by time of day: iPad and Android tablets have similar viewing patterns throughout the day, reaching highs during morning and primetime hours. Interestingly, iPads peak  between 10 p.m. and midnight.

Mobile phones: views by time of day: iPhone users have higher views during the morning hours beginning around 7 a.m. and 10 a.m. as compared to Android users who have higher views during the evening hours. One exception is midnight, when iPhone viewers appear to watch videos before bed.

Mobile device completion rates by day and time: Completion rates are higher on weekends regardless of device type, averaging 52.2% on weekends versus 44.4% on weekdays. This suggests that Saturdays and Sundays are the best days for mobile video ads to run.

Mobile Views by Day of Week

Percent of mobile views by day of week: Most viewing peaks on Thursdays, representing 17.0% of all weekly views. Saturday comes in at a close second with 16.7% of all views.  Views drop at the beginning of the week and remain lower during the workweek.

Views by day of week and operating system: Views tend to be the highest on weekends, especially for Apple users. Saturdays and Sundays see the highest views while views are lower from Monday through Wednesday.

Mobile Interaction by Country

Daily mobile video ads available for programmatic buying

Mobile completion rates by country: Completion rates, while lower than desktop pre-roll, are clustered between 45-65%, with the US seeing 7.1% growth month-over-month.

Mobile click-through rates by country: Click through rates (CTR) tend to be higher for pre-roll ads viewed on mobile devices than for pre-roll ads viewed on non-mobile devices. Specifically in the United States, Australia and Canada, mobile video ads receive significantly higher CTRs, averaging 3.4 percentage points higher than their non-mobile counterparts.

评论已关闭

感谢支持199IT
我们致力为中国互联网研究和咨询及IT行业数据专业人员和决策者提供一个数据共享平台。

要继续访问我们的网站,只需关闭您的广告拦截器并刷新页面。
滚动到顶部