Mobile Ad Shares By Type [CHART]

Chart - Mobile Ad Shares By Type

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.