Mobile Video Popular in Brand Building
According to a study from Teads and eMarketer more advertisers are turning to mobile video for brand awareness. The Teads study found that advertisers liked that mobile video helped increase brand awareness and enabled them to reach more targeted audiences. The top disadvantages cited included consumers’ short attention spans, viewability concerns, and mobile’s smaller screen size.
BIA/Kelsey measures various mobile ad formats, including search, display, video, messaging and native social advertising. U.S. mobile* ad revenues will grow from $25 billion last year to $72 billion by 2020, according to the mobile portion of BIA/Kelsey’s local media forecast, released earlier this summer. In the BIA/Kelsey forecast mobile video is in several categories as shown in the chart above.
BIA/Kelsey places mobile video advertising into several categories, as shown in the chart above. The chart shows the breakout of local-targeted* mobile ad spending by format. Traditional video includes in-stream pre-roll ads on YouTube, but does not include natively produced and placed in-feed video in social media, such as Facebook news feed ads. Videos in the latter category are measured separately under Native/Social.
* These figures do not include tablets for reasons detailed here.
** Our applied definition of “Location-Targeted” is detailed here. Chart does not include non-targeted ad spend.