Mobile video advertising: Present opportunities & future perspectives

By Adam Jablonski

It is quite obvious from the latest advertising trends that video ads are now on top, being highly popular with users of mobile devices worldwide. Colossal development of social media, like YouTube and Vimeo over the past years, has brought the attention of marketers to the advantages of video adverts.

Consider the facts and figures.

ComScore latest research, in particular, shows that as many as 180M users in the USA claim to have watched the whole 33B of online videos in June, 2012. The E.U. market is showing the tendency for expansion in this field as well, especially it is true for Germany and Italy.

Furthermore, research from Epom Data Center unveils that the share of video in digital advertising has grown impressively in the recent years, from the minor 5% back in 2009 to 14, 5% in 1Q 2012.

With respect to the above numbers, the advantageous opportunities of video advertising become crystal clear for advertisers. According to surveys by YouTube, about 50% of viewers actually watch online pre-roll ads all the way to the end, despite having an option of skipping them. Partially, such viewing habits can be explained by the design and position of “skip” button, which is either hidden or hard to find. But mostly it’s because, when short and well-designed, mid-roll, overlay and post-roll advertisements really get sufficient feedback from users.

Rich Media to rule the trend

Beyond all doubts, rich media proves to be the most effective tool in video advertising, as it is highly engaging and conveys an unusual idea. It is really indispensable for maximizing the profitability of any video ad campaign. Only, the advertisers should always mind the average loading time for their ads, which can’t be prolonged, otherwise ads will not get enough response from viewers.

Speaking on the future prospects for video advertising, it is easy to foresee that rich media will be even more widely-used in this type of ads. Of course, for as long as the world’s creative minds develop the brand-new ideas, the market players should be ready for a change in the overall concept of rich-media video advertising.

Following the standards

In the development of mobile video advertising there are some hurdles. One of them is the quality of streaming video in different types of players. Yet, the situation is being gradually improved with time, as technology keeps developing.

In this respect, International Advertising Bureau (IAB), has already developed some standards by introducing its Video Ad-Serving Template (VAST) and Video Player Ad-Serving Interface Definition (VPAID). This will make life much easier for advertisers, as all they will need to do in order to make a profitable video ad is to follow the established standards.

Choosing multiple ad types

Even though video ads open wide possibilities to advertisers, they should not stick solely to video. Whatever popular, engaging, creative and effective video advertisements are, other ad types should not be disregarded. Display ads, for example, are still taking up 63% of all marketing campaign, according to Epom Data Center latest research. So, to make the most out of your advertising, how can you neglect this type of ads?

The idea is, versatility of applied ad types will be beneficial for you, giving you the advantage over the competitors.

About the author

Adam Jablonski is CEO of Epom, a global provider of ad serving solutions, speaks on the perspectives of mobile video advertising. Established in 2011, Epom is a Poland-based company that develops ad serving and ad management solutions for publishers, multi-site content networks, ad networks, and advertisers. Epom enables its users to run display, video, mobile ads in one place thus saving time, resources and bringing more profit. Epom is massively scalable platform that fits to any impressions volume needs to be served.

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