Mobile video ads in articles perform better than in social media

Almost a quarter of users will spend more time watching video ads on premium content sites than on social media, according to a study by video company platform Teads. The data also revealed that 50% of users consume more content in social media feeds, but engage far less. "People are engaging in a very different manner", said Teads CEO Bertrand Quesada. High volumes of mobile traffic mean advertising companies are increasingly turning to vertical video for campaigns.

A new report that used eye tracking to understand user engagement with mobile video suggests certain types of video ads on publishers' websites perform better than those on social media.

According to a study by Teads, a video technology platform that works with many of the world's top publishers, users spent 24 percent more time watching video ads within premium content on websites than they did watching video ads in social feeds. The results showed that ad recall was twice as high for in-article video as it was for skippable preroll and drove purchase intent 27 percent higher than skippable preroll ads or video ads in social feeds.