The completion rate of skippable videos is dramatically lower than non-skippable videos

A research about Mobile Video, conducted by the Mobile Marketing Association, shows us some very nice insights about Mobile Video:(http://www.mmaglobal.com/news/mma-announces-results-first-ever-mobile-video-benchmark-study)

– Skippable completion rates are dramatically lower than Non-Skippable completion rates  (see graph)

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– Smartphone/tablet click-through rates for 15-to-30-second ads (1.8 percent) averaged highest, while 15-seconds-or-less (1.4 percent) followed closely with over 30 seconds coming in last (0.8 percent).

– Excessive ad frequency has clear downward impact on CTR Rates (see graph)

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