North American mobile video traffic as measured by mobile ad requests received on Videology’s platform surged some 89 percent over the 4th of July weekend as compared to typical days the previous month. In contrast, video PC traffic declined approximately 24 percent from the previous seven days, Videology highlights in a press release announcing the publication of an internal study on mobile video advertising.
The disparity between mobile and PC video viewing indicates that Americans are taking a “best screen available” approach to satisfy their viewing needs. “There is typically a decline in online traffic over holidays due to additional activities and travel,” Videology VP of data and analytics, North America Aleck Schleider explained in a press release. “This data shows that mobile now fills the gap, allowing advertisers using a cross-screen approach to video to maintain a seamless marketing experience.”
Furthermore, Videology’s study revealed that mobile video advertising is growing faster than video advertising overall. Total video ad impressions doubled year-over-year as of May this year. The number of mobile video impressions soared to a level 17-times greater than that of a year ago, Videology highlights.
Mobile Video Traffic
“While mobile usage among consumers has been escalating for some time, this year has been a tipping point in terms of advertisers’ use of mobile video. Mobile video’s targeting capabilities are becoming more robust, and insights into mobile’s contributions to cross-screen campaigns are deepening,” Schleider added. “Overall, mobile offers an incredible opportunity for video advertisers in terms of brand safety, viewability and efficiency. Advertisers are discovering empirically that the proper allocation of mobile added to the overall mix of screens results in greater ROI.”
The mobile video platform operator cites the following as reasons for the extraordinarily rapid rise of mobile video views and ads:
- First, the growth in mobile consumption among Americans, particularly Millennials, has driven more advertisers to explore multi-screen campaigns incorporating mobile. This is particularly important when targeting the elusive 18-34 demographics, where mobile over-performs substantially compared to PC coverage.
- Although PC video performs well against younger consumers, mobile video shows a higher concentration of audience in each 21-34 age break for both men and women. For instance, the average mobile video campaign indexes at 215 among Men 21-24, compared to 148 on PC video campaigns. (An index of 100 means that the number of impressions delivered is on par with a given age group’s share of the overall population).
- In addition to demographic targeting, there are increasing opportunities to use more advanced targeting data in mobile, which is important for holistic, cross-screen planning and buying.
Videology data shows that the number of mobile video impressions with advanced targeting attributes has increased 13 times from January 2015 to May 2015 for all campaigns run through its platform.
