Mobile video may be the hottest trend in the video industry today. Stats show that in 2014. 91% of U.S. adults owned a mobile phone, and 61% of those were smartphones. Since the mobile usage has become a part of the everyday routine of an average American, mobile video ads start to play an important role in the marketing campaigns. The stats say mobile video ad spend in the U.S. has more than doubled in 2014 ($1.5 billion) compared to 2013. ($720 million). Here are the latest trends in mobile video industry that can concern all video marketers, and some interesting predictions when it comes to the future of mobile video:
Time spent on mobile devices has increased
According to Flurry’s report on the mobile industry, using data collected between January and March of 2014, time spent on a mobile device by the average US consumer has risen to 2 hrs and 42 minutes per day, compared to 2 hrs and 38 minutes per day in March of 2013. 86% of the average US mobile consumers spend time on using apps or 2 hrs and 19 minutes per day. Another interesting data is that according to Medialets, In-app click-through rates averaged 0.56% globally compared to 0.23% for mobile web ads during the first half of the year. Since in-app video inventory is usually more engaging and can be coupled with more data, it is usually valued higher than mobile web video inventory.
Many professionally produced videos have been made by smartphone video camera
Smartphones offer their users many interesting ways to spend their time and do something creative, one of it is to create a homemade high-quality videos. Lately, there have been many professionally produced videos, created with smartphone video cameras. Mobile video sharing is becoming easy and adjusted to all the talented individuals out there ready to create, share and distribute their video content to viral channels.This development in video inventory and the growth in the number of mobile videos has become potential ad slots for the more expensive video ad units (pre/mid/post-rolls).
YouTube traffic from mobile devices in increasing
When it comes to YouTube, its popularity is only going up, and based on the studies 300 hours of video are uploaded to YouTube every minute. The latest YouTube statistics also say that traffic from mobile devices was 50% in 2014 of total views, compared to 41% in 2013, so mobile fans are definitely the ones that are affecting YT trends. When we speak about YT trends in 2014, here is one on video that went viral with more than 125 million views as of 6 January 2015. The video was created by Polish YouTuber Sylwester Wardega (Mutant Giant Spider Dog).
People love spending their free time on Facebook, and when they are not at home, mobile is usually the only way to login. According to Fast Company study 189 million Facebook users (almost one out of five) are mobile-only, and mobile use accounts for 30% of Facebook ad revenue. In terms of in-app user experience and native display ad monetization, social and communication apps such as Snapchat and Tango are generating tons of video content and are successfully monetizing it, so video marketers can benefit from this surely.
Large publishers are investing a lot in producing video content
Big publishers such as Yahoo and AOL, are investing significantly in producing video content, and they are becoming aware of users’ attention is shifting to mobile, especially to applications. However, it mostly shifts to mobile web, and apps still form a big part of their mobile inventory.
- By 2018, mobile video will represent 69% of global mobile traffic. That makes a huge difference compared to 53% in 2013.
- More than 64% of the world’s population will be mobile users.
- The stats say mobile video ad spend will reach $6 billion in 2018, compared to 2013 ($720 million).
- Mobile video ad revenue in the US will reach over $4.4 billion in 2018, that’s five-year annual growth rate of 73% compared to 2013.
- Mobile video ads will grow almost five-times faster than desktop. Desktop video ad revenue will grow by a CAGR of only 15% during the same time period.
- Display and video will be the fastest-growing mobile ad formats. The studies predict that US mobile display and mobile video ad revenues will grow at CAGR of 96% and 73%, between 2013 and 2018.
It’s hard to accurately predict where mobile video will stand exactly in 2015, and three years from now, but no question it is going to continue to be the focal point for everyone in the industry and in the advertising business worldwide.