Study: Mobile video ad impressions up sharply

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Redwood City, Calif.—Mobile video ad impressions nearly doubled between the third and fourth quarters of 2011, from 2.7% of all online ads served to 4.9%, according to a study by digital video company YuMe Inc. YuMe's “2011 Video Advertising Metrics Report” also showed that pre-roll ad impressions in the fourth quarter fell to 86% of the online video total, from 90% in the third quarter. Among other pre-roll findings, 15-second videos remained the most popular, with a 77% completion rate in the fourth quarter; 30-second pre-rolls were viewed to the end 62% of the time. YuMe's study was based on an analysis of publisher sites that are members of the company's Connected Audience Network or use YuMe's ACE for Publishers video ad management platform.
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