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Report: Mobile Video Campaigns Earn 13.64% CTR, Far Outperforming Desktop
A mobile video engagement report from video technology company Unruly discovered the average CTR of mobile video campaigns has more than tripled in the last twelve months, growing from 3.73 percent in Q4 of 2012 to 13.64 percent this year.
According to the report, mobile video campaigns far outperform desktop campaigns, with desktop campaigns earning a 5.45 percent CTR compared to mobile’s 13.64 percent CTR. Another key finding revealed mobile interaction rates measured 22.64 percent in Q3 2013, more than doubling in the last year.
Unruly examined data from its more than 3,000 branded video campaigns to measure mobile and desktop CTRs, play metrics, interaction rates and replay rates.
While video engagement metrics are higher for mobile compared to desktop, Unruly notes desktop video CTRs and interaction rates have increased during the last year, with desktop CTRs climbing 150 percent and interaction rates growing 170 percent.
“What we’re seeing in 2013 is an increase in brands requesting mobile-only social video campaigns with short-form video formats which are native to mobile, such as Vine and Instagram, helping to drive this growth,” said Unruly co-founder and CTO Matt Cooke.
Postscript: The original version of this story included an inaccurate reference mobile interaction rates, stating the numbers “nearly” doubled, when in fact they more than doubled during the last year. Also the numbers for desktop video CTR and interaction rate have been updated to reflect Unruly’s final stats.