Video viewers are more likely to click through to a brand’s website from their smartphone or tablet than on desktop or through their laptop, according to research conducted by Unruly, while the average number of click through-rates have tripled through mobile campaigns in the last year.
The data, compiled by video technology company Unruly, found that mobile video engagement had grown over the last 12 months, with click through rates on mobile campaigns growing to 13.64 per cent, almost three times the rate during the previous year at 3.73 per cent, in contrast with desktop click throughs which were up to 5.45 per cent, growing by 151.15 per cent.
The report was compiled using Unruly’s social video platform of over 3,000 branded campaigns, measuring the performance for both mobile and desktop against metrics such as click through rates, interaction rates and replay rates.
Also discovered was that interaction rates for mobile had grown by 105.63 per cent in the last year, and by 22.64 per cent during the third quarter of the year alone. Meanwhile, month-on-month mobile replay rates were one-and-a-half times higher than those on desktop, although desktop had still seen growth in interaction rates to reach 15.08 per cent of total interaction, up by 170.74 per cent.
Matt Cooke, co-founder and chief technology officer for Unruly, highlighted the explosion of mobile video consumption: “What we’re seeing in 2013 is an increase in brands requesting mobile-only social video campaigns, with short-form video formats which are native to mobile, such as Vine and Instagram, helping to drive this growth.”
Cooke added: “Because it’s emotionally powerful and so easy to share, video is the most engaging format in the marketer’s tool box, with the potential to ignite and amplify conversations at speed and scale. In 2011, we were first to market with a social video product for mobile and we’ve found the format to be extremely effective, especially as we’ve built out the enriched functionality and calls to action in the mobile player.”