2017年Q1移动视频广告洞察（英文版）_30页_1mb

报告摘要

Mobile Video Advertising Insights - Q1 2017 Summary

Core Content Overview

This document provides a comprehensive analysis of mobile video advertising trends and performance metrics during Q1 2017. It highlights the growing importance of mobile video ads in the global advertising landscape, focusing on their performance relative to other ad formats, regional consumption patterns, and the benefits for both advertisers and publishers.

Key Performance Metrics

Click-Through Rate (CTR): Measures the effectiveness of ads in driving clicks.
Indexed CTR: Compares specific CTRs to the global average.
Conversion Per Mile (CVM): Calculates the number of app installs per 1,000 impressions.
Video Play Rate: Measures the percentage of video ads that are played.
Video Completion Rate: Indicates how many video ads are fully watched.
Effective Cost Per Mile (eCPM): Reflects the revenue generated per 1,000 impressions.

Key Insights

1. Investments in Mobile Video Advertising Soar

Y-on-Y growth: 4X increase in mobile video ad spends.
Adoption growth: Over 50% Y-on-Y growth in adoption by both advertisers and publishers.

2. Latin America - The Rising Video Star

Despite being dominated by Asia, North America, and Europe, Latin America saw an over 40X increase in video ad consumption, particularly in Brazil.

3. The Top 5 Mobile Video Ad Investors

Brazil, Japan, France, Germany, and Australia experienced over 400% growth in video ad consumption.

4. A Win-Win for Advertisers and Publishers

Video ads outperform banners in engagement and conversions across all advertiser categories.

5. Entertainment, Retail, and Health & Fitness Apps Rule

These categories delivered the highest engagement and conversions through video ads.

6. Video Ads Deliver Higher Returns to Books, Social, and Education Apps

These categories reaped the highest rewards when monetizing with video advertising.

Regional and Country Trends

Brand Dollars Shift from Europe to North America

Asia and North America are the main drivers of growth in mobile video advertising.
Africa has seen significant growth, though it remains in the early stages of adoption.

USA, China, and Brazil Attract Brand Video Ad Spend

These regions are leading in brand video ad investment and ad consumption.

App Install Dollars Shift from Asia to R.O.W

Video ads now account for 17% of all app installs, up from 2% in Q1 2016.
This represents a 6.5X growth in app installs driven by video ads.

Mobile Video Advertising for Brands

Video Ads Surpass Banners Across All Brand Categories

Despite banners typically having a larger share of ad spend, video ads deliver superior engagement.

Brand Advertisers Dedicate Higher Share to Video Ads

Entertainment brand advertisers allocated a greater share of their budgets to video ads.
Food & Drink and Technology content also saw strong engagement with video ads.

Mobile Video Advertising for Performance Advertisers

Video Ads Deliver Superior Conversion Rates

Video ads outperform banners in conversions across all performance advertiser categories.

Video Ads Trump Banners Across All App Install Categories

Performance advertisers across all categories enjoy high completion rates with video ads.

Mobile Video Advertising for Publishers

Video Ads Deliver Higher Returns for Publishers

Video ads generate 8.5X more revenue than banner ads and 1.5X more than native ads.

Publishers Across App Categories Enjoy High eCPMs

Books & References had the highest eCPM at $219.
Social & Communication and Education also showed strong performance with eCPMs of $189 and $175, respectively.

Publisher Engagement and Returns

Publishers should optimize ad placement and use frequency capping to enhance user experience and ad performance.

About InMobi

Global Reach: InMobi reaches 1.5 billion unique mobile devices worldwide.
Technology and Scale: A mobile-first platform with a full-stack advertising solution, analyzing 120+ TB of user data monthly and tracking 6 million+ app downloads.
Ecosystem Partnerships: InMobi collaborates with industry leaders through its Global Alliances team to ensure seamless campaign execution and measurement.
Publisher Solutions: Offers a suite of tools for user acquisition, monetization, and audience extension.

Company Overview

9 years of experience: Pioneering mobile advertising and discovery globally.
Global Coverage: Operates in 18 offices worldwide with a strong presence in North America, China, and India.
Demand Pools: Access to world-class advertisers through various buying schemes (programmatic, managed services).

Conclusion

Mobile video advertising is gaining momentum globally, with superior engagement and conversion rates compared to other formats. Key regions like Brazil, China, and the USA are driving significant investment and growth. InMobi, as a leading mobile advertising platform, is well-positioned to support both advertisers and publishers in leveraging the power of video ads for better ROI and user experience.

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