Mobile TV generates highest ad engagement | Media Analysis | Business | News | Rapid TV News
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2016 will see more viewer video engagement with data and devices than ever before, with mobile video generating the greatest engagement and connected TV the highest completion, says research from Innovid.

Moreover, according to the bi-annual benchmark report from the video advertising platform provider, interactive video generated a 591% lift in total user activity over standard pre-roll campaigns. Interactive campaigns also appeared to deliver an additional 44 seconds in time earned on average — on top of the time spent watching the pre-roll. And similarly to Innovid’s 2015 report, interactive video is still outperforming pre-roll across all metrics and devices.

Despite connected TV showing the highest completion rates, desktop was found to be still the place where advertisers are investing most of their impressions, at 66.5%. Mobile came in second at 28.3%, and connected TV was appearing on the edge of growth, currently at 4.7%.

“Video has come a long way from when viewers sat idly by and simply watched content — audiences are now taking control of their experiences and want the freedom to explore their interests,” commented Innovid, international managing director and co-founder Zack Zigdon. “Advanced video is the only way to generate these high levels of activity — clicking on product galleries, social feeds, store locators and other features within the video. Whether short-form or long-form video, when viewers are given the opportunity to explore content — they’ll take it.”