Moreover, CTR for social and mobile gaming value exchange ads – where users receive a reward for viewing the full ad – generate an average CTR of 11%.
All values are in percent (so, “0.10” is 0.10% or 1-in-1,000). Data collected in March 2013.
Sources: MediaBrix/AdParior/MediaMind – all data save for MediaBrix supplied by eMarketer.
Video ad completion rates have been argued to be more important than click-through rates, and the MediaBrix study shows that social and mobile gaming value exchange ads (exclusively video ads) perform well in this regard too, with a 91% completion rate.
Read the full report here (PDF).
The MediaBrix Social and Mobile Gaming Report data was compiled for the time period July 1, 2012 to December 31, 2012 across social and mobile games. The MediaBrix benchmarks were calculated by averaging proprietary data collected from 100 social and mobile gaming advertising campaigns and over one billion impressions. The ad data was then compared to industry benchmarks supplied by eMarketer. Please note that social and mobile gaming performance rates and metrics may be higher or lower than the data included in the report depending on varying factors including intent, creative, media and other unknown factors.