2018全球移动视频广告现状（英文版）_29页_1mb

Summary of The State of Mobile Video Advertising (Brands | Global | 2018)

Core Content

This report outlines the rapid growth and evolving trends in mobile video advertising globally, with a focus on performance metrics, consumer behavior, and the role of technology in enhancing ad effectiveness. It highlights how brands are increasingly leveraging mobile video due to its superior engagement and return on investment (ROI).

Main Points and Key Insights

1. Mobile Video Consumption Growth

• User Behavior Shift: Over the past few years, users have shifted from desktop to mobile for digital media consumption.
• Exponential Growth: In 2017, mobile video ad consumption grew by 550%, while brand spends on mobile video ads increased by 400%.
• Global Viewership: Digital video viewers worldwide are expected to grow from 2.1 billion in 2017 to 2.5 billion by 2020.
• Regional Trends:
  • North America leads in mobile video ad consumption and spending, accounting for 44% of all video ad impressions and 50% of all video ad budgets.
  • USA dominates mobile video ad spending, with 49% of all brand spends.
  • China shows significant growth, with a 382% Y-o-Y increase in mobile video ad spending.
  • South Korea recorded the highest Y-o-Y growth in both video ad spending and consumption, at >1000% and 792%, respectively.

2. Performance Metrics of Mobile Video Ads

• Click-Through Rate (CTR):
  • Mobile video CTRs are 4x higher than banner ads and 3x higher than interstitials.
  • SDK-level integration leads to 2x higher CTRs than API integration due to pre-caching and faster load times.
• Completion Rate:
  • VAST-compliant video ads have a 13% higher completion rate (63%) compared to non-VAST compliant ones (56%).
• Viewability:
  • InMobi's DMVR approach delivers 2x higher viewability rates than the MOAT benchmark, with an average of 91.10%.
  • Invalid Traffic Rate (IVT) is 0.15% for InMobi, significantly lower than the MOAT benchmark of 0.47%.
  • AVOC Rate (Average Viewable Completed Rate) is 37.13%, compared to 23% for MOAT.

3. Programmatic Video Advertising

• Rise of Programmatic: Programmatic buying is becoming the new normal, offering transparency, efficiency, and control.
• Growth in Spending:
  • Programmatic mobile video ad spending increased by 150% in 2017 and is expected to grow further.
  • In 2018, programmatic video ad spending is estimated to reach $11 million, accounting for 74% of total digital video ad spending.
• TV-like Guaranteed Campaigns: Most programmatic campaigns are based on a TV-like guaranteed model, according to Videology.

4. Consumer Behavior and Content Preferences

• Engagement: Video ads drive higher user engagement compared to other formats, with CTR performance consistently outperforming banners and interstitials.
• Preferred Content Types: Consumers globally show a strong preference for consumer electronics, mobile commerce, and travel related video ads.
• App Usage: US adults spend over 20 minutes daily in apps, compared to 11 minutes on mobile web, indicating a strong shift to in-app video consumption.

Technology and Innovation

InMobi, a global mobile advertising platform, is at the forefront of innovation in mobile video advertising. It utilizes deep learning-based optimization engines to enhance ad performance and deliver higher ROI for brands.

Company Overview

• InMobi’s Reach:
  • Reaches 1.5 billion unique mobile devices globally.
  • Analyzes 120+ TB of user data monthly.
  • Tracks 6 million+ app downloads monthly.
  • Supports 32,000+ publisher apps.
  • Processes 200 billion+ ad requests monthly.
• Global Presence: InMobi operates in 18 global offices and has a dominant position in key markets like North America, China, and India.
• Partnerships: InMobi collaborates with ecosystem partners to ensure seamless campaign execution and measurement, while delivering a superior ad experience.

Conclusion

Mobile video advertising is experiencing unprecedented growth, driven by changing consumer habits and the effectiveness of video in engaging users. With the rise of programmatic buying and the adoption of advanced metrics like Viewability and Indexed CTR, brands are better positioned to optimize their campaigns and achieve higher ROI. InMobi plays a pivotal role in this transformation, offering cutting-edge technology and global reach to support the evolving mobile video ad ecosystem.