What Brands Should Know About Mobile Video Ads?

What Brands Should Know About Mobile Video Ads

The average person spends around 5 hours on mobile devices every day, so it’s not even surprising that the spend on mobile video ads will reach staggering $18 billion in 2018. It’s expected that video will make up more than 80% of all consumer internet traffic by 2020, and the number is even higher in the US alone – 85%. These are questionless signs that the future of marketing is in mobile video ads and brands need to be informed of their nature and tendencies.

One of the main reasons why mobile video advertising is so popular amongst advertisers is that it presents the ad in the same format the content is in. Click To Tweet

AMP Is Important For Advertisers and Publishers Both

While speed is important anywhere on the internet, it’s of the essence when mobile video and ads are in question. People have inch long patience when waiting for a video they want to see load, they have none when an ad is taking long to load. It’s noted that after three seconds of waiting for the content to load, most people have moved on from the content.

Which is why Accelerated Mobile Pages (AMP) technology is so crucial for operating in 2018. AMP is a code that helps mobile pages and mobile video players operate smoothly as they are adjusted to a smaller screen. A necessity for brands whose viewers are mostly on mobile devices.

Habits of Users Vary

Both advertisers and video publishers should take into consideration that the ratio of usage between mobile and desktop varies throughout the day. First thing in the morning, people grab their phones, most likely before their toothbrushes. After a day at work, where they are significantly more browsing the internet on desktop devices, people’s fingers are on mobile devices again. Something to be considered when setting release time of videos and ad publishing schedules.

Programmatic Buys Rule Mobile Video Ads

Programmatic has quickly become the preferred buying channel for video ads and as much as 78% of the display ad spend in the United States happens programmatically. There are fewer and fewer direct marketing sales made for digital space, and that applies even stronger when video is in question. The wide-variety of topics combined with the usually short shelf-life of videos doesn’t make direct negotiating for video space possible. It’s reported that brands increased their spends on mobile video ads by 400% in 2017.

Not All Ad Types Are Created Equal

Brands should know that nearly all consumers find the auto-playing ads with sound the most irritating of all the ad experiences. The autoplay isn’t the problem, but the unpleasantness an unexpected sound can create to a person is known to anyone.

Mid-roll ads are considered the second worst option as it disrupts the content the user is trying to get to. On the other hand, advertisers still choose them as they are more likely to be seen since the viewer already has eyes on the screen watching the content.

While the 30-second long ads are deemed perfect by desktop users, the studies show that mobile users most appreciate ads 15 seconds long or less.

Most internet users are fine with ads if they are interactive, which mostly means skippable ones. Right away, or after, usually, five seconds.

Mobile Video Advertising Offers Greater Immersion

One of the main reasons why mobile video advertising is so popular amongst advertisers is that it presents the ad in the same format the content is in. The ad holds 100% of the screen real-estate, going all or near full-screen and engaging the viewer. It’s worth noting that the viewer is almost always holding the device while browsing mobile, while it’s more common that people move away from desktops.

Cisco’s research suggests that mobile video traffic is going to quadruple in terabytes per month by 2021, so embracing and mastering mobile video advertising is a gold investment for the forthcoming years.