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Consumers who view video ads on a mobile device are three times more likely to click through than when they are watching on desktop, according to an Unruly report released today.

The report also shows that the average CTR for mobile video has tripled in the last year, rising from 3.73 percent in the fourth quarter of 2012 to 13.64 percent in the third quarter of 2013. Additionally, interaction rates for mobile have risen to 22.64 percent, up 95.49 percent from last year.

“Mobile video is immersive and viewers are highly engaged when they are consuming content on their mobile devices, unlike on other more traditional formats such as TV,” said David Waterhouse, head of content at Unruly Media, New York.

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