Q2 2010 mobile video advertising metrics from the Rhythm NewMedia mobile advertising network have shown average monthly content views growing 30% on a quarter by quarter basis.
The data reflects ads shown over 325 million average monthly views in Q2, on iPhone, iPod Touch, iPad and Android devices in the US market. Rhythm's publisher network includes broadcast TV networks, 10 of top 25 cable networks, plus and entertainment news, games, sports, breaking news, lifestyle and music sites.
Viewing time for full video episodes increased 20% quarter over quarter and after starting to view a full length episode (designated as 45 minutes), 26.5% watched the entire episode and 41% watched at least half of the episode.
From an advertising perspective, the network boasted a 88% completion rate for interactive pre-roll video, better than both online video and television. Average click-through rates remained high, but with a large variation with a 4-11.2% range on full page ads. Banner ads and full page ads packaged with interactive pre-roll video ads yield click-through rates 45%s 45% and 50% higher, respectively, than campaigns without pre-roll video
Rhythm says that its quarterly growth was significantly faster than industry forecasts for mobile video and cites an e-Marketer study that shows that mobile video viewers in the US will grow nearly 30% for all of 2010. In addition, it also showed that unlike traditional TV viewing which displays prime time spikes, mobile video viewing is spread throughout the day.
The data also revealed distinct viewing patterns between mobile video users with Android devices and iPhone. For the former, mobile video viewing occurs mostly on 3G networks with 72% connecting using the telecoms network and 28% over Wi-Fi. For iPhones, this split is not as pronounced with telecoms networks supporting 56% of viewers and 44% using W-Fi.