By Alex Spencer
Four of the top 10 global trending videos on YouTube in 2014 were ads from (L-R) Nike, Budweiser, clothing company Wren and the 20th Century Fox film Devil’s Due
It’s hard to ignore the rapid growth of video marketing on mobile over the past year or so. According to the IAB and PwC, ad spend on mobile video in the UK nearly tripled in the first half of 2014 to £63.9m, making it the single fastest growing digital ad format. Looking ahead, Forrester predicts that online video ad spend in Europe will grow at a CAGR of 20 per cent between now and 2019.
Unsurprisingly, many of mobile advertising’s biggest names have followed suit. Last November, Mark Zuckerberg announced that: “In five years, most of Facebook will be video”, and 2014 saw major video acquisitions by Facebook (LiveRail) as well as Yahoo (BrightRoll) and Google (mDialog). This year, Google has introduced viewability reporting to its video campaigns for the first time, and announced completion rates of up to 74 per cent on its premium video marketplace, Partner Select.
The exact reasons why this growth is happening now depend on who you ask. From the consumer’s perspective, it’s mainly a case of mobile video …read more
Source:: Mobile App News