2018年全球移动视频广告现状（英文）_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 advertiser investment. It emphasizes the increasing importance of mobile video as a key medium for brand engagement and outlines the technological and strategic advancements that have made it more effective and efficient for advertisers.

Key Insights and Metrics

1. Mobile Video Consumption Growth

• Mobile video consumption has surged, with US adults spending over 20 minutes daily on apps versus 11 minutes on mobile web.
• Global digital video viewership is expected to grow from 2.1 billion in 2017 to 2.5 billion by 2020.
• Mobile video ad consumption increased by 180% year-over-year in 2017.

2. Ad Spend Growth

• Brand spends on mobile video ads rose by 400% in 2017 as consumer viewership grew by 550%.
• Global mobile ad spending is projected to reach $181 billion in 2018, up from $36 billion in 2011.
• By 2021, mobile video ad spending is expected to reach $284 billion, representing 38% of total mobile ad budgets.

3. Regional Highlights

• North America leads the mobile video ad market with 50% of global video ad budgets.
• USA is the largest market for mobile video advertising, accounting for 49% of brand spends.
• South Korea recorded the highest Y-o-Y growth in mobile video ad spends (>1000%) and in consumption (792%).

4. Performance Metrics

• VAST-compliant ads have 13% higher completion rates than non-VAST compliant ads.
• SDK-integrated inventory delivers 2x higher CTRs than API-integrated inventory due to faster load times and better user experience.
• InMobi's DMVR approach provides 2x better viewability rates than the MOAT benchmark, with an average of 91.10% viewability.

5. User Engagement and ROI

• Video ads offer 1.2x higher CTRs than native ads and 4x higher CTRs than banner ads.
• Video ads also show 3x higher CTRs than interstitials, indicating superior user engagement.
• Advertisers benefit from higher ROI with SDK integration, as it ensures zero fraudulent reporting and better performance.

6. Programmatic Advertising

• Programmatic buying is becoming the standard in mobile video advertising.
• In 2018, programmatic digital video ad spending is expected to reach $11 billion, representing 74% of total digital video ad spending.
• Mobile programmatic video surpassed desktop in 2017, with 150% increase in programmatic ad spends at InMobi compared to 2016.

Main Viewpoints

• Mobile video is a dominant force in the digital advertising space, with exponential growth in both consumption and ad spending.
• Video ads offer superior engagement, higher CTRs, and better ROI compared to other ad formats.
• SDK integration is critical for delivering a smooth, buffer-free experience and enhancing performance metrics.
• Programmatic buying is reshaping the advertising industry, offering transparency, efficiency, and control for advertisers.
• InMobi is a leading platform in the mobile advertising space, leveraging deep learning and global reach to optimize ad performance.

Key Information

• InMobi's Viewability Metrics (2017):

  • Average Human and Viewable Rate: 91.10% (vs. MOAT benchmark of 47.63%)
  • Average IVT Rate: 0.15% (vs. MOAT benchmark of 0.47%)
  • AVOC Rate: 37.13% (vs. MOAT benchmark of 23%)
  • MOAT Video Score: 58 (vs. MOAT benchmark of 43)

• InMobi's Reach and Scale:

  • 1.5 billion unique mobile devices reached globally.
  • 20,000+ global advertisers use InMobi’s platform.
  • 120+ TB of user data is analyzed monthly.
  • 6 million app downloads are tracked monthly.
  • 32,000+ publisher apps are supported.
  • 200 billion+ ad requests are processed monthly.

• Strategic Focus:

  • InMobi is a mobile-first and mobile-only platform.
  • The company is focused on optimizing ad experiences using deep learning.
  • It emphasizes transparency, efficiency, and control through programmatic and SDK-based solutions.

Conclusion

Mobile video advertising is experiencing unprecedented growth, driven by increased consumer engagement, higher ROI, and technological advancements such as VAST compliance, SDK integration, and programmatic buying. InMobi is at the forefront of this shift, offering innovative solutions that enhance viewability, user experience, and campaign performance. With global reach and deep data insights, InMobi is well-positioned to lead the future of mobile video advertising.