Rhythm New Media has released a new report covering mobile video. They found that mobile video viewing continues to be spread throughout the day unlike TV, which has a large spike during prime time.
Mobile video viewing occurs mostly on 3G networks with 72% over 3G and 28% over WiFi for Android devices. For iPhones, mobile video viewing is split more evenly, with 56% over 3G and 44% over WiFi.
People don't always watch the entire show. Viewing time for full episodes increased 20% quarter over quarter. After starting to view a full length episode (typically 45 minutes), 26.5% watched the entire episode and 41% watched at least half of the episode.
Advertising Data
Completion rates for interactive pre-roll video ads remains high at 88%, better than both online video and television.
Average clickthrough rates remain high, but with a large variation as
seen in the 2.4% to 11.2% range on full page ads. Rhythm provides
advertisers with best practices for achieving high clickthrough rates.
For example, banner ads and full page ads packaged with interactive
pre-roll video ads yield clickthrough rates 45% and 50% higher,
respectively, than campaigns without
pre-roll video.
Rhythm NewMedia is a mobile video ad network. Read findings here.