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April 4, 2013

AdCreator Now Brings Video Ad Content into Focus

CAMBRIDGE, Mass. – April 4, 2013 – Celtra Inc., the industry leader for rich media mobile ad serving and analytics, announced that AdCreator, Celtra’s rich media ad production, delivery and analytics platform, now incorporates precise video reporting to measure interaction with video incorporated into rich media ads. Video has become one of mobile advertising’s most popular features—nearly 50 percent of all videos initiated within rich media ads are watched all the way through.

The new AdCreator video analytics capabilities consolidate video metrics into a single view to give advertisers an accurate understanding of a video’s effectiveness by measuring total video consumption, average video play time and video attention span. Additionally, the video reporting breakdown includes ad placements, mobile devices and mobile platforms – offering advertisers an overview of the performance of video content across the publisher’s entire ecosystem.

“Advertisers are keen to know which parts of their videos are the most interesting to viewers and conversely, where any drop-off happens,” said Matevz Klanjsek, Co-Founder and Chief Product Officer of Celtra. “Our new video analytics offer the most granular video attention span reporting. Results can be presented by quartiles or by viewing time, right down to the second. This reporting gives advertisers comprehensive insights into the value of video content as a part of entire mobile ad experience.”

“Mobile video is a powerful way for brands to reach and engage consumers, and leveraging detailed analytics is a critical part of the process," said Marcus Startzel, General Manager of North America, Millennial Media. " Celtra is a great partner of ours, and they are helping us work with brands to execute on the tremendous opportunities in mobile advertising.” 

Celtra takes a closer look at video consumption

Celtra examined over 150 videos used on ads running in Q4 2012. The selected sample included a balanced mix of different video types – movie trailers, TV commercials and product presentations. More than 730,000 people viewed these videos, allowing Celtra to capture valuable data surrounding video content consumption. Some remarkable findings of the study include: 

  • Video is most popular ad feature – 43% of ads have video

  • Video length – 80% of videos are shorter than 1 minute; 46% shorter than 30 seconds, average video length is 45 seconds
  • Videos encourage more engagement – 14.4% of viewers interacted with the ad by playing the video, up 50% compared to Q3
  • Video offers exceptional completion rate – Nearly 1/2 of all viewers (47.8%) watched the entire video
  • Genesis of videos – most still produced for other media; TV commercials & movie trailers prevail
  • Average play time across all videos – 28 seconds; 62% of total video length

"Advances in mobile video measurement metrics ultimately improves OMD’s ability to educate brands on the value of mobile marketing solutions," said Joao Machado, Director of Mobile, OMD. "More measurement increases the clients’ comfort level, which means a greater willingness to invest in mobile. Agencies are developing multi-screen video strategies and advances in metrics helps fill a void that may have been a barrier to entry."

“As video continues to be the most popular and consumable content in mobile rich media ads, advertisers are starting to produce videos exclusively for mobile consumption,” said Klanjsek. “Such videos consistently out-perform content produced for other channels and used in mobile ads, such as TV commercials, and can reach completion rates north of 80%. Interestingly, the length of the video doesn't have a significant effect on the performance as users typically drop off in the first couple of seconds or tend to watch the video until the end if it proves interesting enough. Quality of the content is essential and we expect to see many more videos produced specifically for mobile advertising in the future.”

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