SocialDisplay and Video / November 04, 2016 / By Erin Martin
The Future is Mobile: What Publishers Can Do To Adapt
This week the Interactive Advertising Bureau (IAB) released a new Internet Advertising Revenue Report, reinforcing some of the top opportunities-and challenges-facing premium publishers. Mobile ad revenues grew 89% and represented 47% of all digital ad spend in the first half of 2016, beating out desktop search ad spend for the first time. Meanwhile, digital video generated the greatest gain of any ad format, up 51% YOY, driven almost entirely by mobile video, which grew 178% YOY. The trend is clear-mobile-first advertising is a requirement and video is looking to be the preferred format.
As marketers follow consumers to the small screen they are looking to publishers for more quality, mobile-first video ad products than ever before. Based on our research from the State of Digital Video Advertising Report, here are some of the top ways publishers are taking advantage of the mobile-video boom:
Package Video Together
According to Nielsen, using TV and online video ads together produced a 53% increase in TV Ad Message Recall and 35% increase in brand recall. Today’s digital publisher can turn a single video ad into a scalable asset to reach audiences wherever video is sold. Many publishers are seeing success by bundling all video ad inventory into a comprehensive audience reach package.
More than half of all digital video ad spending in the US will be programmatic, with mobile programmatic buys to reach $15 billion in the US this year (eMarketer). For many publishers, programmatically-powered audience extension is their fastest growing revenue source with mobile as a driver.
According to our State of Digital Advertising report, 50% of publishers have run video campaigns on Facebook, compared to only 31% on YouTube. As social networking has taken over the web, publishers have responded by distributing their content with both paid and earned posts on the social network, in addition to offering social video audience extension to clients.
Digital video’s value is no longer relegated to pre-roll. For many publishers, outstream video ads such as in-feed, in-article, and in-banner video have become part of a larger strategy to fill the supply gap by delivering video to audiences in traditionally non-video formats.
Recent studies have demonstrated that users spend 24% more time watching video ads within premium publisher content on websites than they do watching video ads in social feeds, which shows that video ads served within premium content still deliver enormous value that publishers want to retain.
By pairing premium content with impactful mobile ad opportunities, publishers can follow the same formula for success that they have always relied upon: quality content + premium ad placements + a valuable audience = revenue.
To learn more key insights about why video is king and how publishers can continue utilizing it in the future, download The State of Digital Advertising for Publishers.