Fuel campaign performance with laser-focused targeting
Advertisers of all stripes love in-app video ads. InMobi’s State of Mobile Video Advertising 2018 Report found that advertisers globally doubled the amount they spent on in-app video ads between 2016 and 2017. In the U.S., more than a third of all money spent on in-app advertising during the first three months of 2018 went to video. All kinds of brands are now buying in-app video ads, even ones where impressions and engagement are the major goals.
But what do app publishers think about video advertising? While its benefits are easy to see for advertisers, it’s less clear cut for publishers. After all, video ads (when done poorly) can be slow to load and annoying for users who just want to read an article or play a game. Integrating video ad files into the mix is no easy feat either, as these formats present their own technical and logistical challenges.
Nevertheless, it should come as no surprise that our research has found app publishers embracing in-app video advertising as readily as advertisers themselves. Between 2016 and 2017, in-app video ad inventory rose 31 percent globally and 163 percent in the U.S. During the first quarter of 2018, over half of all ad inventory globally was video.
Demand is meeting supply. In-app video advertising is a classic chicken-and-egg scenario. Who adopted video ads first: publishers or advertisers? Either way, as long as app users respond well to video ads, advertisers will want to run them. And as long as brands want to run in-app video ads, it behooves publishers to meet demand.
This is just a small snippet of what’s covered in our 2018 State of Mobile Video Report. For more insights on in-app video advertising today and how it’s progressed, be sure to download the complete guide today.
Register to our blog updates newsletter to receive the latest content in your inbox.