Inmobi-2018年美国移动视频广告报告（英文）-2018.10-33页-1mb

报告摘要

Summary of THE STATE OF MOBILE VIDEO ADVERTISING

Introduction

The document outlines the rapid growth of mobile video advertising in the United States and globally. It highlights the shift from desktop to mobile as the primary platform for digital media consumption, emphasizing the increasing importance of mobile video ads in marketing strategies.

Key Video Insights for the USA

USA leads in video spends and consumption: The US accounts for 50% of all video ad spends and consumption, with a 176% year-over-year growth in mobile video ad viewership.
High viewability rates: In 2017, the US achieved a 94% video ad viewability rate, which is double the MOAT benchmark of 49.2%.
Programmatic dominance: 91% of all brand advertiser spends in the US occur through programmatic channels, with a 136% year-over-year growth in programmatic ad spending.
SDK-level integration benefits: Advertisers using SDK-level integration see significantly higher CTRs (>70% higher than API-integrated) and improved video completion rates due to faster load times and better user experience.
Industry verticals: Retail and F&B advertisers are the top spenders on mobile video ads, with shares of 38% and 11% respectively.

The Growing Mobile Video Advertising Economy of the USA

Brand ad spending growth: Mobile video ad spending by brand advertisers in the US is projected to grow from $7 billion in 2018 to $10.8 billion by 2021, representing a 50% increase.
Consumption growth: Mobile video ad consumption in the US has increased by 176% in 2017, with digital video viewers expected to rise to 227.5 million in 2018 and further to 239.2 million by 2021.
User behavior shift: US adults spend over 20 minutes daily on mobile video within apps, compared to 11 minutes on mobile web.

A Global View of Mobile Video Advertising

North America leads globally: North America holds a 50% share of global mobile video ad spends and 44% of all video ad impressions.
USA as the top market: The US is the largest market for mobile video ad spending, accounting for 49% of global spends.
China’s rapid growth: China recorded the highest Y-o-Y growth in mobile video ad spending (>1000%) and consumption (792%), showing its emerging dominance.

Reaping the Rewards with Mobile Video Advertising

Higher user engagement: Video ads offer superior engagement compared to banner ads, with CTRs up to 3X higher.
SDK integration advantages: SDK-level integration improves user experience, reduces IVT (Invalid Traffic) rates, and increases viewability and completion rates.
Efficiency and transparency: InMobi’s DMVR approach outperforms MOAT benchmarks, with an average human and viewable rate of 93.84% and an IVT rate of 0.2%.

Consumer Behaviour on Mobile Video Ads

Retail and F&B preferences: Americans show a clear preference for retail-related video ad content, with these categories leading in spending.
Performance metrics: Video ads are more effective in driving engagement and conversions, making them a preferred medium for brand recall and consumer retention.

Mobile Video Advertising is Programmatic-First

Programmatic adoption: 91% of brand ad spends in the US occur through programmatic channels, with programmatic video ad spending expected to grow by 74% in 2018.
Transparency and control: Programmatic buying provides greater transparency, efficiency, and control over ad inventory, making it the preferred method for advertisers.
Global trend: The global mobile video ad market is moving toward programmatic buying, with InMobi reporting a 136% Y-o-Y increase in programmatic video ad spending.

Insights to Doing Mobile Video Right

Leverage in-app video: In-app video advertising is the most effective format, offering unparalleled performance and engagement.
Optimize for mobile-first: Advertisers should tailor video content to mobile users and devices to maximize impact.
Use SDK-level integration: This method enhances CTRs, completion rates, and viewability, while ensuring accurate reporting and reducing fraud.
Adopt programmatic buying: Programmatic channels provide better inventory transparency and control, essential for efficient ad campaigns.
Engage across verticals: All industry sectors are investing in mobile video advertising due to its ability to influence consumer behavior, increase brand recall, and drive conversions.

About InMobi

InMobi is a global mobile advertising platform that focuses on delivering the best ROI for mobile marketers. It is a mobile-first platform that uses deep learning-based optimization engines to enhance ad experiences. InMobi serves over 1.5 billion unique mobile devices worldwide and has a strong presence in key markets such as North America, China, and India. It offers a comprehensive suite of solutions for publishers, including user acquisition, monetization, and audience extension, and partners with industry leaders to ensure seamless campaign execution and measurement.

Key Statistics

1.5 billion+ unique mobile devices reached
20,000+ global advertisers
120+ TB of user data analyzed monthly
6 million+ app downloads tracked monthly
32,000+ publisher apps
200 billion+ monthly ad requests

This report underscores the significance of mobile video advertising in the evolving digital landscape and provides actionable insights for advertisers to maximize their ROI.

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