Greystripe: 50 percent of consumers will watch an entire mobile video ad
Mobile advertising company Greystripe is reporting more than half of all consumers who watch one of its video advertisements in a mobile app will watch the entire advertisement. The news comes a day after Greystripe competitor SponsorPay reported its annual revenue had more than doubled thanks to in part to the strong performance of its new video advertising products.
In 2011, Greystripe ran video advertisements for more than 55 brands with each campaign generating click through rates (CTR) between one and three percent. According to Greystripe, the company’s average CTR is one percent.
The San Francisco-based company is just one of many mobile advertising providers turning its focus to video and interstitial ads, which typically perform much better than banner ads in mobile apps. MoPub, Flurry, TapJoy and SponsorPay are all competitors offering similar products.
In April 2011 Greystripe was acquired by online advertising company ValueClick for $70 million in cash. While Greystripe didn’t share its 2011 revenues, at the time of the ValueClick acquisition Inside Mobile Apps estimated the company was seeing an annual revenue run-rate of somewhere between $36 to $39 million.