Video ads for apps deliver more engaged users

Having added videos to AppCircle a year ago, analytics specialist Flurry has claimed its ad network served more than 100 million completed video ad views on iOS devices in August.

It's a figure that comes as Flurry moves to roll out videos on AppCircle the firm's cross-selling service that combines a recommendation engine with its analytics data on Android.

Full circle

Flurry's numbers have also added to the debate on how developers can best engage users, with video ads reportedly reaching out to consumers in a way other forms of promo just can't manage.

Flurry claims videos ads on AppCircle or AppCircle Clips as branded enable developers and publishers alike to earn "top revenue", with the platform's eCPMs (effective cost per 1,000 impressions) consistently in excess of $10.

Furthermore, the firm's case study - which focused on Gaia Interactive - found that consumers acquired through AppCircle Clips "used the application 43 percent more often and 23 percent longer per session than their average user."

"Flurry AppCircle Clips is a top acquisition channel for Gaia Interactive to build high quality app audiences," explained Gaia Interactive's director of marketing and business development John Dionisio.

"AppCircle Clips campaigns deliver audiences we care about, while exceeding all user quality performance metrics we track versus our other acquisition channels."

Video killed the offer wall

"Video has established itself as an important format for mobile advertising," added Flurry president and CEO Simon Khalaf.

"The unprecedented success we're seeing for in-app video advertising demonstrates how smartphone and tablet consumer behaviour closely mirrors that of television viewing, where consumers accept commercials in exchange for their content experience."

Publishers and advertisers alike can find more information or jump right in and create an account at Flurry's website.

[source: Flurry (PDF)]