Advertisers on the Opera Advertising mobile platform are seeing higher engagement rates and dwell times from rich media units, and have shifted their focus accordingly, details Opera in a report covering platform activity in Q2. While in January, HTML5 and video combined comprised 34% of executions, by June, they accounted for 64%. HTML5 rich media executions increased from 28% to 51% share in that time period, while video’s share more than doubled from 6% to 13%. At the same time, standard and expandable banner ads decreased markedly, to 21% and 15% share, respectively.
A March 2012 report from Mojiva found mobile rich media campaign impressions increasing 235% between November 2011 and January 2012. Read the rest at MarketingCharts.