2018美国移动视频广告洞察（英文版）_6页_4mb

US Mobile Video Advertising Insights 2018 Summary

Core Content

The 2018 US Mobile Video Advertising Insights report provides a comprehensive overview of trends, performance metrics, and technological advancements in mobile video advertising. It highlights the growing importance of mobile video in the digital advertising landscape, particularly in North America, and emphasizes the role of technologies like VAST and programmatic buying in enhancing ad performance and brand safety.

Main Points

1. Spending, Consumption, and Engagement

• Mobile App Video Usage: The time spent within mobile apps is increasing, and so is the time spent watching video content inside these apps.
• North America Leadership: North America leads globally in both mobile video ad spend and views.
• Growth in Viewers: The number of digital video viewers in the US increased by 10% between 2016 and 2020, reaching 235.9 million.
• Engagement Metrics: Video ads generate 3x higher engagement than banner ads and 3x more engagement than static interstitial or native ads.
• Ad Spend Growth: US brand advertisers increased mobile video ad spend by 150% compared to the previous year.

2. Viewability and Invalid Traffic

• Viewability Metrics: Viewability is defined as the percentage of ads seen by humans. InMobi's average viewability rate was 94%.
• Invalid Traffic Standards: The industry standard for acceptable invalid traffic levels is around 0.3%, as set by the Media Rating Council.
• Technological Solutions: Brands can use native player integration and ad caching to ensure buffer-free experiences and higher viewability.

3. Advantages of VAST

• Seamless User Experience: VAST-tagged ads offer a seamless, native, and immersive experience within apps, with features like interactive end cards and social sharing.
• Performance Gains:
  • Load Time: VAST ads load in 0.06 seconds, compared to 2.6 seconds for VPAID.
  • Viewability: VAST ads achieve 2x the industry average viewability.
  • Engagement: VAST ads have a 4% CTR, which is significantly higher than other formats.
• Adopting VAST: In 2018, more advertisers are expected to adopt interactive end cards for enhanced performance.

4. Programmatic Buying Trends

• Growth in Programmatic: Programmatic buying of video ads is on the rise, with InMobi reporting a 136% year-over-year increase.
• Benefits of Programmatic:
  • Combines rich data sources with automation and transparency.
  • Enables better control and efficiency for advertisers.
• Market Share: Programmatic represented 91% of total video ad spend in 2017.
• Projected Spending: In 2018, programmatic digital video ad spending is estimated to reach $10.65 million.

Key Recommendations

• Include In-App Video in Programmatic Buys: To maximize video ad opportunities, brands should integrate in-app video into their programmatic strategies.
• Adopt VAST Technology: Switching to VAST ensures buffer-free experiences and higher completion rates.
• Invest in Third-Party Verification: Use SDK integration with partners like IAS and Moat to achieve 2x the industry average viewability.
• Prioritize Brand Safety: Choose partners that offer no trade-offs between media performance and viewability, such as those with pre-cached ads.

Summary of Key Figures

• North America's Share: 50% of global mobile video ad spend in 2017.
• US Ad Spend Growth: 150% increase in mobile video ad spend from 2017.
• Viewability Rate: InMobi's average viewability is 94%.
• Programmatic Growth: 136% YOY increase in programmatic buying at InMobi.
• Programmatic Market Share: 91% of total video ad spend in 2017.
• Estimated 2018 Programmatic Spending: $10.65 million.

These insights underline the importance of mobile video in modern advertising and the value of leveraging advanced technologies and strategies to optimize performance and ensure brand safety.