Android tablets achieve higher video ad completion rates says TubeMogul

Posted by Melani Theodorou On July 20, 2015

Android tablets achieve higher video ad completion rates says TubeMogul
Australian mobile video ad research shows tablets trump smartphones

Sydney, Australia – July 20, 2015 – TubeMogul, a leading enterprise software company for brand advertising, today unveiled research on the Australian mobile programmatic market, revealing that Android tablets have the highest completion rates compared to all other consumer devices.

The research report by programmatic video advertising company TubeMogul found that 83% of standard pre-roll video advertisements were viewed by consumers to completion on Android tablets. This compared to 46% for the Apple iPad, while Blackberry-powered tablets registered completion rates of 61%.

In the mobile phone category, Windows devices achieved standard pre-roll video ad completion rates of 56%, compared to 48% for iPhones, and 38% for Android phones. The research was carried out over a three-month period, from April 1 to June 30 of this year.

TubeMogul also revealed that more than one third of mobile video ads served by the company in Australia are now running on tablet devices, demonstrating the strong opportunity for brands to serve programmatic ads that perform strongly on the larger-screen format.

The company said the rising profile of tablets, where 38% of mobile pre-roll video ad impressions are served, is in line with market estimates that 37% percent of Internet users in Australia own a tablet.

Taylor Schreiner, VP Research at TubeMogul says: “We found it interesting that the choice of tablet device plays a huge factor in completion rates and varies from country-to-country. Android came out top in Australia, Apple tablet
devices performed the best in the UK, and Blackberry devices led the U.S. market. Overall, our research demonstrates that tablet devices are becoming an important force in mobile programmatic advertising.”

Sam Smith, TubeMogul Australia and New Zealand Managing Director, adds: “We also analysed tablet advertising inventory over the Queens Birthday Weekend in June and found that available in-app tablet inventory spiked upwards by 12% compared to the previous weekend. Advertisers have a tremendous opportunity to engage audiences with creative tailored for tablet devices. This opportunity only increases on public holidays when consumers take time out to relax and and browse on their tablets.”

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About TubeMogul
TubeMogul (NASDAQ: TUBE) is an enterprise software company for brand advertising. By reducing complexity, improving transparency and leveraging real-time data, our platform enables advertisers to gain greater control of their global advertising spend and achieve their brand advertising objectives. TubeMogul was incorporated in 2007 and is based in Emeryville, California with operations in Kyiv, London, Mexico City, New York, Paris, Sao Paulo, Shanghai, Singapore, Sydney, Tokyo, Toronto and offices across the United States.

Press Contact:
Duncan Craig
DC Communications
Tel: 0414-525-218

Melani Theodorou