There has been significant growth in mobile campaigns that incorporated social media calls-to-action, according to a new study by Rhythm NewMedia.

The company?s Q4 results took a look at in-stream mobile video ads, brand advertising and social mobile campaigns. Mobile and social constantly complement each other and more marketers are incorporating both into the efforts.

?Mobile video consumers love to engage in social media conversations by ?Tapping to Like on Facebook? or ?Tapping to Tweet? on interactive in-stream mobile and tablet video ads,? said Ujjal Kohli, CEO of Rhythm NewMedia. 

?Interactive in-stream mobile video campaigns including social calls-to-action saw a 36 percent boost in engagement rates,? he said. ?For brands, mobile video and social media are an ideal match.

?Mobile video's emotional appeal is great for conveying a brand message and starting the conversation ? social media is where the conversation logically continues.?

Mobile findings
Social media across mobile continues to grow.

Rhythm found that 74pc of its mobile audience access Facebook and 63 pc access Twitter via smartphones and tablets several times per day.

Furthermore, the company found that users follow brands on Twitter for exclusive content and follow on Facebook for advocacy and information. 

According to Rhythm?s Q4 2012 campaign insights, 24pc of marketers combine social media initiatives with mobile campaigns.

The presence of social media buttons on interactive in-stream creative is on the rise. Rhythm saw that 30pc of interactive in-stream campaigns included social media buttons in the ad creative.

The company also found that social media buttons boost engagement by 36pc.
 
?Rhythm's mobile audience is incredibly social,? Mr. Kohli said. ?Rhythm's audience is 50 percent more likely to access social media via smartphone than the industry average.

?That's huge,? he said. 

Social impact
Mobile is the primary social media device.

Consumers constantly use their smartphones or tablets to access social media sites such as Facebook, Twitter, Instagram and Pinterest.

?Social media ties nicely into mobile video,? Mr. Kohli said.