©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Ad features such as video and image galleries help boost engagement with mobile ads, according to a new study commissioned by Say Media and conducted by comScore. For the ad-related part of the study, the companies looked at 100 recent mobile campaigns on the Say Network to understand which elements made them most effective.
The study found that rich media features, such as product carousels, mapping and “lookbooks,” saw click-to-site rates three times as high as similar mobile ads without these interactive tools. Video in mobile ads increased time spent. For auto ads, average time spent increased 28% compared to ads without video, and 32% for technology industry ads.