The Medialets Data Spotlight provides benchmarks for mobile rich media advertising based on in-app campaigns on iPhone, iPad, and Android during January and February 2011. Key metrics include an average engagement rate of 10% for interstitial ads and 1% for expandable ads, with specific engagement rates varying by vertical. The report highlights the performance of rich media ads and provides insights for future mobile ad strategies.

1. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
Based on data from on Medialets in-app rich media campaigns on
iPhone, iPad and Android during January and February 2011
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2. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
MEDIALETS IN-APP INTERSTITIAL ADS
User Engages
Ad Delivered
with Ad
MEDIALETS IN-APP EXPANDABLE ADS
User Expands User Engages
Ad Delivered
the Ad with Ad
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3. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
MEDIALETS IN-APP INTERSTITIAL ADS
User Engages
Ad Delivered
with Ad
ENGAGEMENT RATE =
ENGAGEMENTS/IMPRESSIONS
MEDIALETS IN-APP EXPANDABLE ADS
User Expands User Engages
Ad Delivered
the Ad with Ad
EXPAND RATE = ENGAGEMENT RATE =
EXPANDS/IMPRESSIONS ENGAGEMENTS/EXPANDS
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4. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
MEDIALETS IN-APP INTERSTITIAL ADS
10%
Ad Delivered AVERAGE
ENGAGEMENT RATE
MEDIALETS IN-APP EXPANDABLE ADS
1% 17%
Ad Delivered AVERAGE AVERAGE
EXPAND RATE ENGAGEMENT RATE
Source: Averages based on iPhone, iPad and Android rich media
campaigns run on Medialets platform in Jan/Feb 2011. 4

5. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
In-App Rich Media Engagement Rate by Vertical
20% 18%
15% 14%
12% 11%
10%
10%
5%
0%
Source: Averages based on iPhone, iPad and Android rich media
campaigns for select verticals run on Medialets platform in Jan/Feb 2011. 5

6. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
In-App iPad Rich Interstitials
12%
10%
8%
6% 11%
10%
4% Engagement Rate
2% 4% Click-Through Rate
1%
0%
All Rich Interstitials Full-Screen iPad
(1024x768) Rich
Interstitials
Source: Averages based on iPhone, iPad and Android rich media
campaigns run on Medialets platform in Jan/Feb 2011. 6

7. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
In-App Rich Media Click-Through Rate
3.50%
3.00%
2.50%
2.00%
1.50% 3.25%
1.00%
0.50% 1.00%
0.00%
Medialets Interstitials Medialets Expandables
Source: Averages based on iPhone, iPad and Android rich media
campaigns run on Medialets platform in Jan/Feb 2011. 7

8. Medialets Data Spotlight:
Mobile Rich Media Benchmarks
Based on data from on Medialets in-app rich media campaigns on
iPhone, iPad and Android during January and February 2011
To learn more about this report or Medialets rich media platform for
mobile and connected devices, contact connect@medialets.com.
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