2018全球移动视频广告现状（英文版）_31页-1mb

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

Core Content

This report provides an in-depth analysis of the global mobile video advertising landscape in 2017, highlighting the rapid growth in both consumption and spending. It outlines key metrics, insights, and trends that define the current state of mobile video advertising, emphasizing the importance of video in driving engagement, transparency, and efficiency for advertisers.

Main Points

• Shift to Mobile: Over the past few years, there has been a significant shift in user behavior from desktop to mobile devices. In 2017, US adults spent 1.5 times more media time on mobile than on desktop, reversing a trend from five years ago.

• Growth in Mobile Video Advertising:

  • In 2017, brand spends on mobile video ads increased by 400%, while video consumption grew by 550%.
  • Global mobile ad spending is projected to reach $181 billion in 2018, up from $32 billion in 2011, and is expected to grow to $284 billion by 2021.
  • By 2021, approximately 38% of total mobile ad budgets will be allocated to video, up from 1% in 2008.

• Regional Insights:

  • North America leads the global mobile video ad market, accounting for 50% of all video ad budgets in 2017.
  • USA dominates mobile video ad spending, representing 49% of global brand spends, while China saw a 382% Y-o-Y increase in video ad spending.
  • South Korea recorded the highest Y-o-Y growth in mobile video ad spending (>1000%) and consumption (792%), making it a key market for growth.

• Performance Metrics:

  • Click-Through Rate (CTR): Video ads have 2x higher CTR than API-integrated ads and 4x higher CTR than banner ads.
  • Completion Rate: VAST-compliant video ads have 13% higher completion rates than non-compliant ones.
  • Viewability: InMobi’s DMVR approach delivers 2x better viewability rates than the MOAT benchmark, with an average of 91.10%.
  • Conversion per Mile: Video ads on SDK-integrated inventory show 2x higher conversion rates compared to API-integrated inventory.

• Programmatic Advertising:

  • Programmatic buying is becoming the standard in mobile video advertising.
  • In 2018, programmatic video ad spending is expected to reach $11 billion, or 74% of total digital video ad spending.
  • Mobile programmatic video ad spending surpassed desktop in 2017, and is expected to continue growing.

Key Information

• Mobile Video as a Core Channel: Video is now the most effective channel for advertisers, offering superior storytelling and interactivity, which leads to higher user engagement.

• SDK Integration Benefits:

  • SDK-integrated video ads are pre-cached, leading to faster load times and higher user engagement.
  • These ads also reduce the risk of fraudulent reporting, offering zero chance of fraud.
  • Advertisers using SDK-integrated inventory enjoy 2x higher CTRs than those using API-integrated inventory.

• InMobi's Role:

  • InMobi is a leading global mobile advertising platform that uses deep learning-based optimization to deliver best-in-class ROI.
  • The company has a global reach with coverage in over 18 offices, and serves 1.5 billion unique mobile devices.
  • InMobi offers a wide range of services, including publisher solutions, ecosystem partnerships, and programmatic advertising.

Conclusion

Mobile video advertising is experiencing exponential growth, driven by increased user engagement, higher ROI, and evolving consumer behavior. With the rise of SDK integration, programmatic buying, and improved viewability metrics, advertisers are better positioned to deliver effective, transparent, and high-performing campaigns. InMobi, as a leader in the mobile advertising space, continues to innovate and provide cutting-edge solutions to meet the demands of the evolving digital landscape.