As mobile video advertising becomes increasingly popular, it’s important that advertisers and publishers are using the best advertising metrics to properly gauge the success of their ad campaign and ad formats. To learn more about why certain common digital advertising metrics for video advertising on mobile devices don’t work well and why new metrics are needed for video content, be sure to download our new guide!
The Current State of Mobile Video Advertising
Earlier this year, we released a report, The Present and Future of Mobile Video Advertising, that highlighted how usage of mobile video ads has evolved since early 2016 through the first three months of 2018. We took a look at our own network data here, to see how video was or was not being incorporated into the typical in-app advertising campaign. Here’s a small snippet of what we found:
“We have moved into a world of video consumption and video advertising that’s cross-device and predominantly rooted outside of the browser,” Anne Frisbie, InMobi’s Senior Vice President and GM of Global Brand and Programmatic, told MarTechSeries earlier this year. “A tremendous amount of video viewing is being consumed within mobile apps or connected TVs rather than only on desktop and mobile web experiences. This alone is a major shift for advertisers.”
In short, our data found that in-app video advertising is not just growing, but it’s also becoming more sophisticated. Not only are fullscreen video ads becoming more common on mobile devices, but the days of targeting audiences only through pre-roll ads are long gone. Next-generation ad formats like interstitial video, rewarded video and video ads with interactive end cards are now the norm, not the exception.
Can The Video Ad Metrics Keep Up?
In this new era of in-app video advertising, while creatives and formats have evolved, metrics and tracking have not. All too frequently, marketers rely too heavily on raw link clicks, click through rate or the total number of video views.
But does a figure highlighting the number of times a video ad was played really indicate its effectiveness? Can a conversion rate be effectively calculated if advertisers don’t have granular insight on who viewed a video ad? Is the landing page proving effective, or is no one relevant making it that far? Is the video effective on social media, games or utility apps? Can an ad’s relevance score be accurately calculated?
These are the kinds of questions advertisers (and publishers) need to be asking. Good video ad metrics should be able to provide deep insights. Download our guide to learn more about these advanced metrics.
Table of Contents for the Guide:
Sneak Peak at the Guide’s First Page
Even the ancient Greeks knew that change was a constant. This is especially true in the mobile space, with new devices, ad formats and apps coming to life seemingly every day.
To put things into perspective, here’s just a snapshot of how the mobile environment has shifted of late:
The world of mobile - and by extension the world of mobile advertising - has changed dramatically over the past few years. So then why haven’t the metrics digital marketers rely on caught up? Why are too many advertisers judging their campaigns based on key performance indicators built for a different time?
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