PROGRAMMATIC MOBILE VIDEO
Research suggests that in 2018, more than 70% of online activity will be related to video
When talking about mobile video advertising there are a number of varieties. Some of the more common types are In-stream (pre-roll, mid-roll, post-roll), Out-stream and Overlay. Each of these has their own unique characteristics and usage.
In-stream consists of a video advertisement that is played before, during, or after specific video content (what is commonly seen on e.g. YouTube). Out-stream video ads are relatively new and refreshing due to the fact they can be served not only on publishers with video inventory, but in between ‘normal’ content (e.g. textual news) as well. Using out-stream video, advertisers can showcase their brand using a video player on the publisher’s website or app. The video ad only plays as soon as a user can see more than half of the video on-screen. Think of it as a form of native advertising, but with video, instead.
Overlay is another option allowing advertisers to add additional content using an overlay, which is placed over the video. These ads can be described as standard, static/animated banners that would appear alongside the video content. Overlays of this sorts contribute to an interactive user experience and can be considered high impact.
Video ads – high impact, high engagement
Mobile video ads usually have a high impact, which means engagement rates are typically better. Still – although estimates vary - it’s believed that around 75% of viewers click on the ‘skip the ad’ button (when served in in-stream modus). Other things to take note of is the way that video content is displayed on mobile devices. Visitors of a news app/site will likely use a vertical orientation while those playing a game may be using a horizontal orientation. For these adverts, the maximum video length is 30 seconds. These are just a few elements to take into consideration when implementing video advertisements.
Furthermore; to generate maximum effect in programmatic video advertising campaigns, most often it’s essential to be connected to as many adexchanges - focussed on video inventory – as possible. The more the better.