Data: Video boosts mobile ad engagement

Medialets this morning released its Q1 Mobile Rich Media Advertising Benchmarks, which measure ads delivered to apps and mobile websites enabled for Medialets rich media advertising.

Among the highlights:

• Engagement rates on mobile rich media ads averaged double digits, with tablets performing better than handsets
• Expand rates on mobile rich media ads averaged 1.4%
• Consumers are spending approximately 20 seconds on average with mobile rich media ads
• Mobile rich media ads that include video have a 35% higher engagement rate on average
• Only 30% of tablet ads and 12% of smartphone ads integrate video             
• Medialets is seeing more cross-platform campaigns (handsets, tablets, mobile web and apps, Android and iOS). In Q1 2011, only 20% of the campaigns tracked ran across environments; in Q1 2012, that number doubled to 40%.