Tablets Trump Smartphones In Watching Video Ad To The End, Says TubeMogul

Tablets Trump Smartphones In Watching Video Ad To The End, Says TubeMogul
SHARE
THIS



Programmatic video advertising company TubeMogul has unveiled research on the Australian mobile programmatic market, revealing that Android tablets have the highest completion rates compared to all other consumer devices.

The research report by TubeMogul found that 83 per cent of standard pre-roll video advertisements were viewed by consumers to completion on Android tablets. This compared to 46 per cent  for the Apple iPad, while Blackberry-powered tablets registered completion rates of 61 per cent.

In the mobile phone category, Windows devices achieved standard pre-roll video ad completion rates of 56 per cent, compared to 48 per cent for iPhones, and 38 per cent for Android phones. The research was carried out over a three-month period, from April 1 to June 30 of this year.

TubeMogul also revealed that more than one third of mobile video ads served by the company in Australia are now running on tablet devices, demonstrating the strong opportunity for brands to serve programmatic ads that perform strongly on the larger-screen format.

The company said the rising profile of tablets, where 38 per cent of mobile pre-roll video ad impressions are served, is in line with market estimates that 37 per cent percent of Internet users in Australia own a tablet.

Taylor Schreiner, vice president of research at TubeMogul said: “We found it interesting that the choice of tablet device plays a huge factor in completion rates and varies from country-to-country. Android came out top in Australia, Apple tablet devices performed the best in the UK, and Blackberry devices led the U.S. market. Overall, our research demonstrates that tablet devices are becoming an important force in mobile programmatic advertising.”

Sam Smith, TubeMogul Australia and New Zealand managing director, added: “We also analysed tablet advertising inventory over the Queens Birthday Weekend in June and found that available in-app tablet inventory spiked upwards by 12 per cent compared to the previous weekend. Advertisers have a tremendous opportunity to engage audiences with creative tailored for tablet devices. This opportunity only increases on public holidays when consumers take time out to relax and and browse on their tablets.”

Please login with linkedin to comment

MasterChef The Beef Oracle

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]