The exponential growth of mobile video advertising prompts brands to look into the emerging opportunity and develop viable strategies for attracting customers that live on mobile. Here is what advertisers should know about this trend to be able to reach out to their audience in a more efficient way.
For marketers that are looking to expand and acquire a bigger audience, mobile video ads should be the go-to strategy in 2018.
Why? First and foremost, because of the all-encompassing shift to mobile. Now it’s an established fact, more users access the internet via smartphones compared to desktop. And they prefer video content: according to recent research users pay more attention to video ads and remember them for a longer time.
To add to that, mobile video ads viewability beats other ad formats, including video on desktop. In 2018, video advertising is going to grow even more. Are you on board? If not, it’s time to consider implementing mobile video ads into your strategy.
Mobile video is highly efficient
The rise in popularity of video content is attributed to the shift to mobile. Smartphone users like to view clips: video is easy to consume, it’s entertaining and engaging. Users that view video ads on mobile devices are three times more likely to click through than when they are watching on the desktop.
Advertisers choose video, because it’s a great medium for attracting attention, telling the brand story and engaging potential clients. For content publishers, video provides higher view and click-through rates, and it induces users to stay in the app or on a mobile website. Video ads on average drive more than 30% of mobile publisher’s revenue — a figure that proves just how much video is efficient for both demand and supply sides of the market.
It’s a worldwide trend
For marketers that focus on the USA, mobile video is a must-have strategy. More than 50% of the worldwide video spend and consumption is attributed to the USA. With the increasing number of video viewers, the industry is expected to enjoy raising investments and capitalize on the growing demand. Only in 2017, mobile video ad spend increased by 150% in the US.
But not only America is adopting mobile video. South-East Asia, Europe and the Asia Pacific also show significant volumes of ad spending. Year on year ad spending growth in APAC reaches as much as 450%, and 250% in Southeast Asia — an impressive figure. Interestingly enough, Africa, Latin America and the Middle East, while currently lagging behind in terms of the amount of ad spending, demonstrate impressive upward curve in yearly increase.
Advertisers across all verticals are getting invested in the emerging mobile. But for some of them, video is a real driver of growth. Retail, mCommerce, food and beverage industries lead the way in terms of mobile video ad spend.
There are multiple ad formats
So how brands can go about placing ads? There are multiple options available. Generally, mobile video ads fall under either of the two categories: in-stream or out-stream.
In-stream ads play before or during the video. When an ad is served, users are required to watch it for 5 seconds before they can skip it and continue with the video they wanted to watch in the first place.
Out-stream ads are served on the website or in an app, outside of video content. The ad gets played in a banner, while users interact with the app, or in an interstitial ad placement in the breaks between app process.
Within these two categories, there are still more possibilities for placing video ads: in-search video ads — where marketers bid on a keyword and the video is shown in the Youtube search; in-display ads appear in the search results based on the video you’re currently watching. Whether on Youtube or via another video platform, mobile video ads are highly efficient and don’t require complex setting up the process once you know the basics.
Mobile video requires special technical setup
Video advertising on mobile shifts to programmatic, a method of ad buying that enables acquiring ad impressions on scale. Brands can buy ad placements from thousands of publishers at the same time.
To ensure good quality of ads across different devices, operational systems, geolocations, there are certain technical specifications that advertisers should be aware of. The special video tags, VAST and VPAID, provide the same level of ad quality, disregarding the type of publisher, the load time of the ad and latency are such as to provide users with the great viewing experience.
Brands should require their partners to support updates VPAID and VAST tags, to be able to serve interactive video, as well as to track and analyze ad impressions.
The specifications work not only to tackle viewability issue, but also to give advertisers all the necessary data for analyzing the success of the mobile video ad campaigns. Before signing up to a video platform, advertisers should check the technical setup and make sure that they will be able to work with the most up-to-date ad formats and receive quality analytics.
Brands that chose to update their strategies to include video get an incredible opportunity to gain visibility across various regions. With the understanding of the ad formats and the technical setup for serving ads, brands should have no trouble with mobile video promotion.
by Lesia Shyshko