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1、THESTATEOFMOBILEVIDEOADVERTISINGUSA
2、2018TABLEOFCONTENTS1INTRODUCTION2APPROACHANDMETHODOLOGY3KEYVIDEOINSIGHTSFORUSA4THEGROWINGMOBILEVIDEOADVERTISINGECONOMYOFUSA5AGLOBALVIEWOFMOBILEVIDEOADVERTISING6REAPINGTHEREWARDSWITHMOBILEVIDEOADVERTISING7CONSUMERBEHAVIOURONMOBILEVIDEOADS8MO
3、BILEVIDEOADVERTISINGISPROGRAMMATIC-FIRST9INSIGHTSTODOINGMOBILEVIDEORIGHT10ABOUTUS2INTRODUCTIONOverthepastfewyears,userconsumptionpatternshaveundergonesignificanttransformation.Peoplehavemovedawayfromdesktopsandhaveembracedtheeaseandconvenienceofmobiledevices.In2018,mobileadsp
4、endingintheUSisestimatedtoreach$70billion,a200xincreasesince2008alone!By2021,thisfigureisslatedtotouch$102billion,a46%increaseover2018.Allinall,by2021,advertisersandmarketersintheUSwillbeallocatingapprox.40%oftheirtotalmediabudgetstomobileadvertising.Asaresult,videoconsumptio
5、nonvariousmobiledeviceshasseenanexponentialrise,especiallyonsmartphones.Justfiveyearsago,adultsintheUSspenttwicetheamountofdigitalmediatimeondesktopcomparedtomobiledevices.Today,thisstatistichasalmostcompletelyreversedwith1.5xmoremediatimebeingspentonmobiledevicesthandesktops
6、.Thisexplosionofmobilevideoconsumptionhasfueledmajoradvancementsinmobilevideoadvertising.Today’sadvertisersdemandincreasedmetricstoensureunprecedentedlevelsoftransparencyandefficiencyintheircampaigns.Byembracingvideothatiscustom-tailoredforthemobiledeviceandalsothebehaviorofa
7、mobileuser,advertisersarenowabletoachievesuperiorperformancethatonlyvideocandeliver.3APPROACHANDMETHODOLOGYThisreportexploresthepopularityandperformanceofmobilevideoadsaroundtheworldandtailorsinsightsspecificallytotheNorthAmericanmarket.AtInMobi,weanalyzeddatafromournetworkfo
8、r2017(January–December).Bydelvingdeeperintomobilevideoconsumptionpatternsworldwide,wewereabletogleanusefulinsightsforadvertiserstoleveragetosatisfyalltypesofmarketinggoalssuchas:1.Drivingawareness2.Maximizingtraffictolandingpage3.Interactionswithavideoad1.Mediaperformancesuch
9、ascompletionratesandViewabilitymetrics4METRICSTHATMATTER–MOBILEVIDEO
