2012 Q1 Benchmarks

1. Mobile Rich Media:
Performance by
the Numbers

2. Expandables are the most common rich media format.
Interstitials seem to be slightly more popular on tablet placements than on handsets.
Handset Rich Media Formats
Tablet Rich Media Formats
Expandables
60% Interstitials
14% Banners
26%
Expandables
64% Interstitials
22% Banners
14%

3. Rich media Expandables are more than twice as
common as non-expanding rich media banners.

4. 1.5%
Expand rate
iPad In-App
1.3%
Expand rate
iPhone In-App
1.2%
Expand rate
Android In-App
1.6%
Expand rate
Mobile Web
Ads on mobile web and iPad in-app are the most
commonly expanded.

5. Time spent on expandable ads is slightly longer than
time spent with interstitials. Tip: Ads with a video,
game, or catalog can drive Time Spent to over one

6. Adding video can improve engagement rate by 35%.

7. Tablet ads have more than double the amount of video
than handset ads.

8. Expandables show most engagement, but interstitials
show the best CTR.

9. Entertainment ads are the most commonly expanded
and clicked-through, while pharmaceutical ads have a
slightly higher engagement rate.

10. Pharmaceutical ads have significantly longer average
expand times than automotive or entertainment.
19 sec
Expand time
Automotive
28 sec
Expand time
PharmaceuticalEntertainment
20 sec
Expand time

11. Thank you!
It’s time to
make mobile
advertising work
with Medialets.