Video has become the dominant force in mobile advertising, accounting for over 50% of all mobile ad spend. Understanding the nuances of each video format is essential for maximizing campaign performance and user engagement.
The Rise of Mobile Video
Mobile video consumption has grown 100% year-over-year, with users spending an average of 3.5 hours daily watching video content on their devices. This behavioral shift has made video advertising the most effective format for brand storytelling and performance marketing.
📊 Video Advertising Stats
Mobile video ads have 27% higher click-through rates than static display ads and generate 48% more conversions. Video completion rates on mobile average 78% for ads under 30 seconds.
Rewarded Video Ads
Rewarded video has revolutionized mobile advertising by creating a value exchange that benefits users, publishers, and advertisers alike.
How Rewarded Video Works
Users voluntarily watch video ads in exchange for in-app rewards such as virtual currency, extra lives, premium content access, or ad-free experiences.
Best Practices
- Reward value: Make rewards meaningful but not game-breaking
- Clear communication: Tell users exactly what they'll receive before watching
- Strategic placement: Offer at moments when users need resources most
- Video length: 15-30 seconds is optimal for completion rates
- Frequency: Limit daily rewards to maintain economy balance
Performance Metrics
- Average eCPM: $15-50 (varies by region and genre)
- Completion rate: 85-95%
- User satisfaction: 3x higher than forced video
- Retention impact: Positive correlation with D7 retention
Interstitial Video Ads
Full-screen video ads that appear at natural transition points in the app experience, offering high impact and strong completion rates.
Optimal Placement Strategies
- Between game levels or stages
- After completing a task or action
- During content transitions
- At session end (exit interstitials)
Technical Specifications
- Duration: 15-30 seconds (with skip option after 5 seconds)
- Aspect ratio: 16:9 (landscape) or 9:16 (portrait)
- Resolution: Minimum 720p, recommended 1080p
- File size: Optimize for under 10MB for faster loading
"The key to interstitial video success is timing. Show ads at natural break points where users expect a pause, and you'll see completion rates above 75%." — Industry Expert
Native Video Ads
Video ads that match the look and feel of the surrounding content, providing a seamless user experience with strong engagement.
Native Video Types
- In-feed video: Appears within content feeds, autoplays on scroll
- Content recommendation: Video units in "you might like" sections
- In-article video: Embedded within article content
- Story format: Full-screen vertical video in story features
Design Guidelines
- Match thumbnail style to surrounding content
- Use consistent typography and branding
- Include subtle "sponsored" disclosure
- Design for sound-off viewing with captions
Outstream Video Ads
Video ads that play outside of traditional video content, typically within article text or between content sections.
Outstream Formats
- In-read: Expands within article text as user scrolls
- In-banner: Video plays within standard banner placements
- Interscroller: Full-screen video revealed during scroll
- Slider: Slides in from corner, stays while scrolling
Viewability Considerations
Outstream video typically plays when 50% of the ad is in view and pauses when scrolled out of view. This behavior impacts viewability metrics differently than in-stream video.
Playable Video Ads
Interactive video ads that let users try a simplified version of an app or game before downloading.
Playable Best Practices
- Keep playable portion to 15-30 seconds of gameplay
- Show core mechanics that make your app unique
- End with clear call-to-action and app store link
- A/B test different game levels or features
🎮 Playable Performance
Playable ads generate 3x higher conversion rates than standard video ads for gaming apps. Users who install after playing have 30% higher D7 retention.
Vertical Video Optimization
With 94% of users holding phones vertically, vertical video (9:16) has become the dominant format for mobile-first campaigns.
Vertical Video Tips
- Design specifically for vertical—don't just crop horizontal footage
- Keep key information in the center "safe zone"
- Use large text for readability on mobile screens
- Front-load key messaging in first 3 seconds
- Consider platform-specific formats (Stories, Reels, TikTok)
Video Creative Best Practices
Hook Within 3 Seconds
You have less than 3 seconds to capture attention. Start with your most compelling visual or statement.
Design for Sound Off
85% of mobile video is watched without sound. Use captions, text overlays, and visual storytelling.
Clear Call-to-Action
End every video with a specific, compelling CTA. Make it easy to take the next step.
Test Multiple Variations
Create 5-10 variations of each video ad to find winning combinations of hooks, features, and CTAs.
Launch Video Campaigns with ClicksFlyer
Access premium video inventory across thousands of apps and reach engaged users with high-impact video formats.
Start AdvertisingMeasuring Video Ad Performance
Track these key metrics to optimize your video advertising strategy:
- Video completion rate (VCR): Percentage of users who watch to the end
- View-through rate (VTR): Views divided by impressions
- Click-through rate (CTR): Clicks divided by impressions
- Cost per completed view (CPCV): Total spend divided by completions
- Viewability rate: Percentage of ads that met viewability standards
- Engagement rate: Interactions with interactive elements
The future of mobile advertising is video-first. By mastering these formats and following best practices, you can create campaigns that capture attention, drive engagement, and deliver strong ROI.