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The use and efficacy of mobile video has been steadily increasing over the past few years thanks largely to improvements in mobile technology and increased smartphone ownership.

And new research suggests that mobile video is actually more effective than desktop in terms of clicks throughs, after the average CTR for smartphone and tablet campaigns tripled in the past 12 months.

In fact, online video viewers are almost three times more likely to click through to a brand’s website from their smartphone than their laptop or desktop computer.

Using data from more than 3,000 branded campaigns, Unruly found that the average CTR for mobile is 13.64% compared to 5.45% on desktop.

Similarly, interaction rates for mobile have more than doubled in the last year (up 105.63%) to 22.64% in Q3 2013.

However desktop video has also performed strongly, with CTRs up 151.15% to 5.45% and interaction rates up 170.74% to 15.08%.

The increase in engagement and CTR tallies with an increase in spending on mobile video advertising, which grew by 1,260% from £1.7m in the first half of 2012 to £23m in the first half of 2013.

Overall, mobile adspend in the UK grew to £429.2m in the first half of 2013, with paid search accounting for the majority (63%) of this total with £271m invested in this channel.

The winners in social video among smartphone brands

Previous research from Unruly found that Nokia received 17% of all online video shares among smartphone brands, second only to Samsung which dominated with more than half (52%) of shares.

Apple came third with 9.4% closely followed by Sony (7%) and Blackberry (6.7%).

However Samsung’s impressive performance is thanks in no small part to the high number of videos it has launched over the years, so it’s potentially a case of quantity rather than quality.

Looking at the three most shared smartphone ads of all time, Samsung came first and third with ‘Unleash your fingers’ and ‘S4: sound and shot’ respectively, while the Nokia Lumia 800 came second with its Deadmau5 stunt in London. 

David Moth

Published 15 October, 2013 by David Moth @ Econsultancy

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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