In-stream mobile video ad completion rates are running strong according to new data that mobile video ad network Rhythm NewMedia has shared with me. According to their data, completion rates for pre-roll and mid-roll ads in Q2 '11 averaged 87%, consistent with the prior 5 quarters. The ads viewed are mostly 15 seconds in duration.
Rhythm also reported that a total of just over 6 ads are viewed during full length episodes from premium content partners TV.com, The CW, Crackle and others. Typically there is one ad per break. In addition, total content views grew 200% from Q1 '11 to Q2 '11. Mobile devices include iOS and Android, with 60% of views delivered over WiFi networks.
The Rhythm data falls in the range of what video ad manager FreeWheel reported last week for pre-roll and mid-roll ad completion rates, primarily in online video content, of 76% and 94% respectively. With respect to mobile specifically, FreeWheel also reported that iPad viewing jumped from 20% of mobile views in Q1 '11 to 31% in Q2 '11.
Taken together, the Rhythm and FreeWheel data suggest that the mobile video ad market is continuing to develop well and that consumers are accepting that ads will be part of the experience.
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