2018印度移动程序化视频广告洞察（英文版）_22页-1mb

Summary of INDIA MOBILE PROGRAMMATIC & VIDEO INSIGHTS

Core Content

This report provides an in-depth analysis of the mobile video advertising landscape in India, focusing on the rise of programmatic buying and the performance metrics that define success in this space. It highlights the growing importance of mobile video as a key medium for advertisers, driven by changing consumer behavior, increased data accessibility, and the popularity of streaming platforms. The report also emphasizes the benefits of programmatic technology, such as transparency, targeting efficiency, and real-time optimization, which are critical for modern advertising strategies.

Main Points

• Shift to Mobile Consumption: Indians have a strong affinity for video content, with over 81% TV penetration and a growing mobile-first mindset. Mobile video consumption has surged, fueled by affordable data plans and streaming platforms.

• Programmatic Buying Growth: Programmatic video ad spending in India saw a 534% increase from Q1 2017 to Q4 2017, with video ads accounting for 53% of programmatic ad spend by the end of the year. This reflects a strong shift towards automation and data-driven decision-making in advertising.

• Performance Metrics: Several key metrics are essential for evaluating the effectiveness of mobile video ads:

  • Click-Through Rate (CTR): Measures engagement by calculating the number of clicks per impression.
  • Indexed Video CTR: Compares a specific video's CTR to the global average.
  • Conversion Per Mile (CPM): Calculates app installs per 1,000 impressions.
  • Video Play Rate: Measures the percentage of video ads that are played.
  • Video Completion Rate: Reflects the proportion of video ads that are fully watched.
  • Invalid Traffic (IVT) Rate: Identifies impressions delivered to non-human endpoints.
  • Viewability Metrics: Highlight the importance of ensuring ads are actually seen by users. InMobi's viewability rate (92.36%) significantly outperforms the MRC benchmark (49.20%).

• Efficiency and ROI: Mobile video ads offer superior engagement and storytelling, leading to higher ROI compared to other formats. They are three times more engaging than static interstitial ads, with a CTR index that is double the global average.

• Ad Spend by Vertical: Key industry verticals investing in mobile video advertising include Technology (50.7%), Entertainment (12.3%), Retail (7.7%), Travel (7.2%), Autos (4.8%), Finance (3.2%), Business (3.0%), Food / Beverage (3.0%), and Personal Care (2.9%).

• Top Audience Segments: Advertisers are targeting segments such as Shopping Enthusiasts, Travel Enthusiasts, Business Professionals, Upscale Residence Dwellers, and Automotive Enthusiasts using programmatic targeting capabilities.

• Fortune 500 Brands: Over 90% of global mobile programmatic ad spend was controlled by Fortune 500 brands in 2017, indicating a trend towards programmatic as the preferred channel for high-quality campaigns.

• India's Position: India is the second-largest consumer of mobile video ads globally and ranks 4th in terms of mobile video ad consumption. Despite only accounting for 3% of global mobile video ad spend, it has the highest volume of video ad views.

Key Insights

• Programmatic Video: Programmatic buying of video inventory is becoming increasingly popular in India, offering real-time targeting, automation, and transparency. This technology allows advertisers to scale efficiently and improve campaign performance.

• Data-Driven Advertising: The use of programmatic enables advertisers to leverage diverse data sources, optimize targeting, and ensure better campaign outcomes. InMobi's integration with third-party verification tools like Moat ensures accurate and clean metrics.

• Future Outlook: As mobile video continues to dominate, it is expected to become a one-stop solution for all digital and mobile ad formats. Advertisers must adapt to this trend and prioritize viewability and transparency in their campaigns.

About InMobi

InMobi is a global mobile advertising platform that specializes in delivering high ROI for marketers. It uses deep learning-based optimization engines to enhance ad experiences, particularly in video advertising. With a mobile-first approach, InMobi serves over 1.5 billion unique devices worldwide and has a strong presence in key markets such as North America, China, and India.

Key Figures

• Ad Spend Growth: Mobile video ad spend in India increased by 534% from Q1 to Q4 2017.
• Video Ad Spend by Transaction Type: Video ads accounted for 53% of programmatic ad spend in Q4 2017.
• Viewability Performance: InMobi's average human and viewable rate is 92.36%, with an IVT rate of 6.44% and an AVOC rate of 47.49%.
• MOAT Benchmark: MOAT benchmark rates are significantly lower than InMobi's performance, indicating a high level of ad quality and efficiency.

Conclusion

The mobile video advertising market in India is growing rapidly, with programmatic buying becoming the preferred method for advertisers. This shift is driven by the increasing mobile usage, the popularity of video content, and the demand for efficient, transparent, and data-driven advertising solutions. InMobi, as a leader in this space, is well-positioned to support advertisers in leveraging the power of mobile video to achieve their marketing objectives.