2018美国移动视频广告洞察（英文版）_8页-4mb

US Mobile Video Advertising Insights 2018 Summary

Core Content Overview

This document provides a comprehensive overview of the growth and evolution of mobile video advertising in the United States in 2018. It highlights the increasing shift from desktop to mobile video consumption, the rise in ad spend and engagement, the importance of viewability and invalid traffic management, the advantages of VAST-tagged video ads, and the growing adoption of programmatic buying in the mobile video advertising space.

Main Trends and Insights

1. Shift from Desktop to Mobile Video Consumption

• Mobile video consumption has grown significantly over the past five years.
• In 2013, adults in the US spent 5 more minutes watching videos on desktops than on mobile.
• By 2017, adults spent 10 more minutes on mobile compared to desktops.
• Between 2013 and 2018, mobile video consumption is expected to nearly double, while desktop consumption remains relatively stable.

2. Growth in Mobile Video Ad Spend

• North America leads the world in both ad spend and video views.
• In 2017, North America represented 50% of global mobile video ad spend.
• US brand advertisers increased mobile video ad spend by 150% over the previous year.

3. User Engagement and Performance

• Video ads generate 3x higher engagement than banner ads and 3x higher than static interstitial and native ads.
• The average CTR for VAST video ads is 4%, which is significantly higher than the global average.
• VAST-tagged ads have a load time of 0.06 seconds, compared to 2.6 seconds for VPAID.

4. Viewability and Invalid Traffic

• The industry standard for acceptable invalid traffic is 0.3%.
• With the right technologies, brands can achieve up to 2x the industry standard for viewability.
• Using the device’s native player and ad caching improves user experience and ensures buffer-free playback, increasing completion rates and viewability.

5. Programmatic Buying Growth

• Programmatic video buying is gaining popularity due to its benefits in transparency, efficiency, and control.
• InMobi reported a 136% year-over-year increase in programmatic buying.
• In 2017, programmatic represented 91% of total video ad spend.
• In 2018, programmatic digital video ad spending is estimated to reach $10.65 million.

Key Recommendations

• Adopt in-app video solutions when buying programmatically to provide a native and immersive user experience.
• Use VAST-tagged video ads to future-proof investments, as they offer faster load times, higher completion rates, and better viewability.
• Invest in third-party verification partners such as IAS and Moat to ensure brand safety and achieve higher viewability metrics.
• Choose a partner that offers no trade-off between media performance and viewability, ensuring both high engagement and ad visibility.

Conclusion

Mobile video advertising is rapidly becoming the dominant form of digital video consumption in the US. With the right strategies and technologies, such as VAST and programmatic buying, advertisers can maximize engagement, ensure viewability, and maintain brand safety. As the market continues to evolve, investing in mobile-first video ad formats and leveraging programmatic platforms will be essential for success.