According to a
recent North American Insights report by InMobi, mobile device usage has
exploded over the past few years. Consumers are using their smartphones,
tablets, smart watches and other on-the-go devices for everything from shopping
to watching media and connecting with family and friends. And as a result, many
mobile advertisers have pivoted to mobile-first advertising formats.
In 2012, U.S. adults
spent twice the amount of digital media time on desktop devices over mobile
ones, according to eMarketer. Now, in 2017, adults are spending 1.5 times more
media time on their mobile devices than desktops.
Mobile usage, especially mobile video usage, will only
continue to grow as more consumers embrace the medium. It is estimated that
between 2016 and 2020, the number of digital video viewers will reach 235.9
million, which is a 10% increase, according to Statista.
Now is the time for brands and retailers to invest in mobile
video advertising to capture consumers’ attention and accurately target them
with products and services.
The rise of mobile
video advertising in the U.S.
U.S. based brands are heavily capitalizing on mobile video
advertising in an attempt to reach consumers. According to IAB, U.S. brand
advertisers increased mobile video advertising spends by 56% over last year. In
the first half of 2017, North America represented 52% of global mobile video ad
spend, which was a 50% increase from the first half of 2016, according to
Viewability is a big barrier for brands and retailers. If
consumers cannot speedily view videos, advertising campaigns are going to
suffer. Studies from InMobi revealed that with the right technologies,
advertisers can experience up to two times the industry standard for video
In nine brand advertiser categories including travel,
technology, retail and entertainment, InMobi’s viewability rate was at least
90%. While the Media Rating Council’s standard for acceptable invalid traffic
levels is around 0.6%, InMobi’s audience verification and viewability suite
results in IVT levels that are at 0.2%.
more about how an SDK can improve measurability without slowing performance.
How to increase
viewability with VAST and End Cards
InMobi utilizes VAST (Video Ad Serving Template) to ensure
videos are delivered in a seamless and quick manner. VAST-tagged mobile video
ads have the ability to foster an immersive and native user experience that
includes end cards and social sharing in-app.
When advertisers take advantage of VAST through InMobi, they
will experience an average human and viewable rate of 92% on their ads. The
viewable and human rate is so high because load time is only 0.6 seconds,
compared to VPAID’s 2.6 seconds, according to data from the InMobi network.
The future of mobile video
Programmatic video ad buying is sweeping every industry.
According to IAB, this year programmatic video ad spending is predicted to
climb to $8.66 million, and programmatic represents 69% of the total video ad
spend in 2017. According to findings from InMobi, there is a 36% year-over-year
growth in programmatic buying.
In 2017 and beyond, it is crucial for brands and retailers
to invest in mobile video advertising. They should utilize programmatic buys to
increase their video opportunity, use VAST-tagged mobile video to boost speed
and eliminate buffering time, look into third-party verification partners to
guarantee brand safety and team up with a partner that doesn’t compromise media
performance and viewability.