2017Q1移动视频广告洞察（英文）_32页-1mb

报告摘要

Mobile Video Advertising Insights Summary (Q1 2017)

Core Content Overview

This report provides insights into the growth and performance of mobile video advertising globally in Q1 2017. It outlines trends in ad spend, engagement metrics, conversion rates, and the role of video ads for both brands and performance advertisers, as well as publishers. The data highlights the increasing adoption of mobile video as a powerful medium for audience engagement and monetization.

Key Insights

Investment Growth: Mobile video ad spends saw a 2.5X year-over-year (Y-o-Y) increase, with brand advertisers dedicating 14% of their total spend to video ads, up from 4%.
Global Reach: Mobile video advertising is gaining traction in various regions, with Latin America witnessing over 40X growth in video ad consumption, particularly in Brazil.
Engagement and Conversions: Video ads consistently outperform banner and native ads in engagement and conversion rates. They are 2.3X more engaging than banner ads and 1.5X more engaging than native ads.
App Install Impact: Video ads now drive 17% of all app installs, up from 2% in Q1 2016, with a 6.5X growth in app installs attributed to video content.
Category Leaders: Entertainment, Retail, and Health & Fitness apps achieved the highest engagement and conversion rates through video ads. Books, Social, and Education apps also saw significant returns from video advertising.
Performance Advertisers: Performance advertisers experienced a 6.5X growth in video ad spends, with a 17% share of total spend. Video ads also showed a 9X growth in app installs driven by them.
Publisher Performance: Publishers across all app categories benefit from video ads, which deliver higher returns compared to banner and native ads. Video ads also offer competitive performance to interstitials.

Regional and Country Snapshot

Global Spend Growth: Brand advertisers in the USA, China, and Brazil are leading in mobile video ad investments.
Africa's Growth: Although still in early stages, Africa has shown significant growth in mobile video ad adoption.
App Install Shift: There has been a notable shift in app install dollars from Asia to the Rest of the World (R.O.W.), driven by increased video consumption and better internet bandwidths.

Mobile Video Advertising for Brands

Adoption Trends: Brand advertisers and publishers have shown a 100% and 90% Y-o-Y growth in video ad adoption, respectively.
Engagement Rates: Video ads deliver superior engagement across all brand categories, with a 2.3X increase over banner ads.
Category Preferences: Entertainment, Retail, and Health & Fitness brands allocate a higher share of their budgets to video ads. Food & Drink and Technology content audiences also show a strong preference for video.
Completion Rates: Automotive and Food & Drink video ads have the highest completion rates globally.

Mobile Video Advertising for Performance Advertisers

Conversion Power: Video ads outperform banner ads in conversions, especially in app install campaigns.
Category Focus: Gaming advertisers dedicate a higher share of their budgets to video ads due to the visual and interactive nature of the format.
Performance Metrics: Video ads deliver a 9X increase in app installs compared to banner ads, and performance advertisers have seen a 50% Y-o-Y increase in video ad adoption.

Mobile Video Advertising for Publishers

Monetization Benefits: Video ads offer higher returns than banner and native ads, with a 8.5X increase over banner ads and 1.5X over native ads.
High eCPMs: Publishers in categories such as Books & References, Social & Communication, and Education enjoy high eCPMs from video ads.
Best Practices: Publishers should focus on delivering the right video ads at the appropriate moments in the user journey and use frequency capping to avoid disrupting user experience.

About InMobi

Platform Overview: InMobi is a global mobile advertising platform that specializes in delivering the best ROI for mobile marketers.
Technology and Scale: The platform reaches over 1.5 billion unique mobile devices and processes 200 billion monthly ad requests.
Data and Insights: InMobi analyzes 120+ TB of user data monthly and tracks 6 million+ app downloads.
Ecosystem and Partnerships: InMobi collaborates with industry leaders to ensure seamless campaign execution and measurement, enhancing the ad experience for users.