Social and mobile gaming video ads see an average CTR of 3 per cent, 30 times higher than that of standard banner advertising campaigns, according to MediaBrix.

During a six month study, the company found that social and mobile gaming value exchange ads – where users receive a reward for viewing the full ad – see an average CTR of 11 per cent. This is more than 100 times higher than the CTR of standard banner campaigns and 91 per cent go on to finish the entire video.

MediaBrix compared their findings with average CTRs of banner, rich media and Facebook ads identified by eMarketer, which range from 0.03 per cent to 0.12 per cent.

“It comes as no surprise that social and gaming advertising sees results 30-100 times better than standard online advertising campaigns,” said Ari Brandt, CEO and co-founder of MediaBrix. “This is largely due to the fact that people are driven by a deep well of positive emotions – such as joy, excitement and brand affinity – when playing social and mobile games. In-game ads offer marketers 100 per cent share of voice through 100 per cent viewable ads, which in turn produce digital ad campaigns that truly perform.”