©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Mobile video ad impressions averaged 728 million a month in the first quarter of 2011, up 36% from the prior quarter, according to new data from mobile video ad network Rhythm NewMedia. More than 70 marketers ran campaigns during the quarter, about the same as in the fourth quarter.
The Rhythm data is based on ads served across the iPhone, iPod touch, iPad and Android and other mobile devices in the U.S. HBO, Kraft, Disney and Marriott, among other brands, use the company’s network to run pre-roll, tap-to-play and in-stream video ads on the apps and mobile sites of various publishers, including CBS, Fox, NBC, Discovery and AP.
Among the three ad types, the in-stream unit, which plays as a commercial break during full episodes or before video clips, had the highest completion rate: 87%. The pre-roll, which automatically plays when an app is launched or between game levels, had a 27% completion rate, and the tap-to-play ads, requiring a user to tap on a display ad to run, a 21% rate. (Unlike most pre-roll ads on the PC-based Web, viewers can skip the Rhythm pre-roll ads, contributing to the lower completion rate.)