Video formats now account for half of all app install spending by developers of the 100 top-grossing apps, according to the latest semi-annual study from AdColony. Full-screen video alone commands one-quarter of app install spend, with social video (16%) getting the next-biggest allocation of spending among formats. These are also considered the most effective formats.
At least two-thirds of developers surveyed (three-quarters of whom are mobile game developers) gave full-screen video (69%) and social video (67%) a top-2 box rating in terms of effectiveness at achieving campaign objectives.
Virtually all (96%) of developers are using full-screen video and social video ads, according to the study, with interstitial display (89%), banner display (87%) and social display (81%) also proving popular. Read the rest at MarketingCharts.com.