Video and rich media ads see nearly twice the engagement rates of standard banners on mobile devices, a new study by Millennial Media has revealed.

29 per cent of apps now allow video apps, up six percentage points on the previous year, the firms 2014 Mobile Device Index has revealed. The report also showed that Samsung had unseated Apple in terms of most impressions delivered, with Apple dropping to 32.78 per cent of all impressions, while Samsung rose from around 28 per cent in 2013, to almost 35 per cent this year.

Samsungs gains were a major contributing factor to Android delivering 61 per cent of impressions, despite Apples successful launch of the iPhone 6 and 6 Plus. The iPhone still topped the chart of impressions delivered per device, with 19.45 per cent of ads reaching consumers through the device.

Rich media ads saw growth this year, with 81 per cent of publishers supporting rich media banners and 35 per cent supporting rich media interstitials, up from 68 per cent and 25 per cent respectively. The number supporting banners actually dropped from 93 per cent to 91 per cent as publishers increasingly sought out more engaging ad formats.