Digital banner adverts make up just 4 per cent of entertainment mobile advertising according to new research.
The year-long analysis, conducted by video advertising company Vdopia, has found of the entertainment mobile advertising campaigns analysed and viewed by 23 million people in the UK, that share dropped by 10 per cent to 4 per cent over a six month period.
Video and rich media formats were favoured over banner ads, representing the remaining 96 per cent of entertainment brands' online advertising.
The report also claimed that mobile campaigns by entertainment brands increased by almost half (46 per cent) to become the highest spending sector.
Farzad Jamal, European vice president of Vdopia, said that the move by the mobile advertising landscape towards the use of interactive video and media rich formats was “astonishing”.
He added that almost 23 million people in Britain now viewed entertainment content through smartphones, and that over 40 per cent of thosehad better ad recall than the average smartphone owner.
He also claimed that entertainment was only behind social media and gaming when it came to UK smartphone app use time, accounting for 15 per cent in total.
The strongest performing formats ran for 10 seconds, although it only accounted for 3 per cent of advertiser spend, while 65 per cent were more effective than the average video advert.
However, almost three quarters of entertainment brand videos ran between 20 seconds and 30 seconds, but were found to be 27 per cent and 13 per cent less effective, respectively, than the average advert.
“You’d expect shorter ads to have a higher completion rate but, generally, the shorter the ad the more likely people are to engage with it – 10 second ads are twice as effective as 20 second ones,” said Jamal. “Thus, it’s surprising to see budgets still heavily inclined towards 20 and 30 second versions.
“This may be attributed to marketers re-purposing TV ads for mobile – a viable solution if the ad can be shortened by removing any secondary messaging and adding an interactivity element. Even for a mobile-dedicated video ad, keeping the length short should prove to be a winning strategy for marketers.”
The share of campaigns that involved multiple video adverts increased over a six month period from 16 per cent to 34 per cent as well.