Mobile display ads perform roughly on par with rich media ads in terms of click-through and time spent, but not as well as video in-stream ads on the desktop. Mobile ads had a click-through rate of .14% compared to .10% for standard banner ads, .15 for rich media ads and .62% for in-stream video ads. The average time spent with rich media and mobile ads was also virtually the same, at 14.04 seconds versus 14.45 seconds, respectively. When it came to overall interaction rates, however, mobile ads didn’t fare as well.
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