Study: Mobile Rich Media, Video Converge

New data from Rhythm NewMedia shows an increasingly intertwined relationship between rich media and video in mobile advertising. The mobile video ad network says that trend is driven mainly by growing demand for video advertising on devices.

Because rich media providers don’t necessarily offer in-stream video or pre-roll ads for mobile, they’re more frequently adding video to rich media ads to meet that demand. Rich media itself has become more widespread on the Rhythm network -- used in 43% of campaigns in the second and third quarter, compared to just 12% in the year-earlier period. More than a third (36%) of rich media full-page ads used video, and 28% of campaigns used in-banner video in Q2 and Q3. Interaction rates for custom buttons in that ad format -- for getting more information or viewing photos or video, for example -- ranged from 2.2% to 10.8%.