Dive Brief:
- Advertisers want more mobile video ad inventory. That’s what Inneractive found when looking at requests on its platform and found 4% of ad requests in H2 2014 were for mobile video ads with that rising to 17% in H1 2015 and up to 40% H2 2015.
- More digital video inventory is being sold programmatically, reaching $2.91 billion in the U.S. last year and accounting for 39% of the total digital video spend, according to eMarketer.
- EMarketer also estimates that programmatic digital video spending will reach $5.37 billion, an 84.5% increase over 2015.
Dive Insight:
EMarketer attributes the increase in mobile video ads within the overall digital video spending to the introduction of private marketplaces and programmatic direct.
Video is rapidly growing as evidenced by a study by Cisco Systems that found consumer video will account for 80% of all internet traffic by 2019. Consumer viewing habits are moving away from TV and toward streaming video. And mobile video is growing more quickly than desktop. A November 2015 study by Yahoo found desktop video views grew 34% over the last year, while tablet and mobile video views grew even faster – 48% and 55%, respectively.
"Building an ad experience that connects with consumers across devices is key," Andrew Snyder, VP of content strategy and solutions at Yahoo, told Marketing Dive at the time.
Meanwhile, publishers and social networks have focused their efforts on improving video ad offerings. For example, Facebook this week announced captions for autoplay videos, which it said have helped increase video ad view time by 12%.
