2017年Q1移动视频广告洞察（英文版）_32页-1mb

报告摘要

Mobile Video Advertising Insights - Q1 2017 Summary

Core Content Overview

This document provides insights into the growth and performance of mobile video advertising in Q1 2017, focusing on global trends, regional variations, and the benefits for both advertisers and publishers. It highlights the increasing popularity of video ads and their effectiveness in driving engagement and conversions across various categories.

Key Insights

Growth in Mobile Video Advertising:
Mobile video ad spending saw a 4X year-over-year (Y-o-Y) growth, with over 50% Y-o-Y growth in adoption by both advertisers and publishers.
Regional Growth:
- Latin America experienced a 40X increase in video ad consumption, particularly in Brazil.
- Asia and North America are the primary growth drivers for mobile video advertising.
- Africa is in the early stages of adoption but has shown stupendous growth.
Top Spenders:
Brazil, Japan, France, Germany, Australia, and Indonesia saw over 400% Y-o-Y growth in video ad consumption.
Performance of Video Ads:
- Video ads outperform banner ads in engagement (CTR) and conversions (CVM) across all categories.
- Video ads have a 2.3X higher engagement rate than banners and 1.5X higher than native ads.
- Video ads trump interstitials in engagement and conversion rates.
App Install Performance:
- Video ads are responsible for 17% of all app installs, compared to 2% in Q1 2016, showing a 6.5X growth.
- Books, Social, and Education apps achieved the highest rewards when using video advertising.
Category-Specific Trends:
- Entertainment, Retail, and Health & Fitness brands had the highest engagement and conversion rates through video ads.
- Gaming advertisers dedicate a higher share of their budgets to video ads due to the visually engaging nature of the content.
Completion Rates:
- Automotive and Food & Drink video ads have relatively higher completion rates globally.
- Performance advertisers across all categories enjoy exceptional completion rates with video ads.

Mobile Video Advertising for Brands

Y-o-Y Growth:
- 2.5X growth in video ad spends by brand advertisers.
- 4% to 14% increase in the share of spend allocated to video ads.
Ad Impressions:
- 2X growth in brand video ad impressions delivered.
Adoption Rates:
- 100% growth in video adoption among brand advertisers.
- 90% growth in video adoption among publishers.
Format Preferences:
- Brands across categories are leveraging innovative video formats like 360-degree and vertical video to create immersive experiences.

Mobile Video Advertising for Performance Advertisers

Y-o-Y Growth:
- 6.5X growth in video ad spends by performance advertisers.
- 2% to 17% increase in the share of spend allocated to video ads.
App Installs:
- 9X growth in app installs driven by video ads.
Adoption Rates:
- 50% growth in video adoption among performance advertisers.
- 90% growth in video adoption among publishers.
Performance Metrics:
- Video ads consistently deliver superior conversion rates compared to banner ads, especially for app install campaigns.

Mobile Video Advertising for Publishers

Higher Returns:
- Video ads generate 8.5X higher returns than banner ads and 1.5X higher than native ads.
eCPM Performance:
- Publishers in Books & References, Social & Communication, Education, Health & Fitness, Entertainment, and Retail benefit from high eCPMs with video ads.
Best Practices for Publishers:
- Publishers should focus on user experience, timing of ad placement, and frequency capping to avoid disrupting user engagement and maximize returns.

About InMobi

Platform Overview:
InMobi is a global mobile advertising platform that specializes in delivering optimal ROI for mobile marketers.
Technology & Scale:
- Reaches 1.5 billion+ unique mobile devices globally.
- Analyzes 120+ TB of user data monthly and tracks 6 million+ app downloads monthly.
- Processes 200 billion+ monthly ad requests.
Global Presence:
- Has 18 offices worldwide and a dominant position in key markets like North America, China, and India.
Ecosystem & Partnerships:
- Offers comprehensive publisher solutions for user acquisition, monetization, and audience extension.
- Collaborates with ecosystem partners through its Global Alliances team to ensure seamless campaign execution and measurement.
Company Overview:
- Pioneered mobile advertising and discovery for over 9 years.
- Known for innovative ad experiences and deep learning-based optimization engines.