Mobile Marketing Watch was privy to an advance sneak peak at a new case study published this morning by Tapjoy, a leading mobile ad network with a sprawling presence across the major mobile ecosystems of iOS and Android.
The data is made available through a case study Tapjoy conducted with Nokia that is designed to explore how Rewarded Rich Media ads helped the company get a huge lift in both branding and direct response through mobile ad campaigns.
The case study clearly suggests that there’s an interesting story to tell not only around the benefits of rich media advertising on mobile, but also on how the rewarded ad model helps drive high-quality engagements.
Getting down to the nitty gritty, Tapjoy’s Rewarded Rich Media campaigns drove a 73% video completion rate for Nokia, compared to the industry average of 46% (according to Celtra).
Users also spent an average of 56 seconds interacting with the ads (39 seconds watching the video, then 17 more seconds swiping through the image carousel), compared to the industry benchmark of 13 seconds.
The branding related stats, as independently measured and verified by comScore, are that the campaign also generated a 68% lift in brand awareness, and 109% lift in ad recall, and a 154% increase in message recall.
Not too shabby, Tapjoy.
