Online video has been the king of engagement for a few years now. It offers the most interactive user experience and can keep viewers’ attention longer than other content formats. According to statistics, viewers are twice as likely to share a video with someone than another content format. When you combine that with the fact that 75% of all videos are consumed on mobile devices, it’s easy to see why mobile video advertising has become so popular. Of course, this is great news for video publishers.
Video Advertising Statistics for 2023
The trend of growing popularity of video content has proven to be an excellent opportunity for video content marketing professionals and advertisers to tap into such a lucrative market. Many were quick to capitalize on the opportunity, which is evident by some of the most recent mobile video advertising stats.
According to IAB Europe’s State of Online Video Advertising in 2022 Report, over 60% of digital video campaigns are run on mobile web. In addition, according to Wyzowl’s 2023 video marketing report, for over 90% of businesses, digital video advertising is an integral part of their marketing strategy. The same report states that, among those who are still not using video, 70% plan to begin using it.
But what about mobile video advertising specifically? According to Fortune Business Insights, the mobile advertising market is worth around $50 billion in North America alone. What’s more, it is predicted to keep growing exponentially. Almost a quarter of that can be attributed to video advertising.
What Is Mobile Video Advertising?
Mobile video advertising entails delivering video ads to users’ phones or other mobile devices like tablets. These ads can be served on mobile web browsers or within mobile apps. They are generally more engaging than other ad formats and present a great way for mobile publishers to monetize content.
Benefits of Mobile Video Advertising for Publishers
It should already be evident that mobile video ads are an excellent monetization tool. Otherwise, they wouldn’t be so much fuss about them! But why is mobile video advertising so effective? Here are a few excellent reasons:
- Better Ad Performance — Videos are incredibly engaging by themselves, but mobile technology offers much more than just traditional video ads. Interactive mobile video advertising runs rampant online! Mobile technology allows advertisers to include interactive video elements or even minigames, making them the most interactive form of advertising on the market.
- Higher Profitability — Since mobile video ad formats tend to perform well, the demand among advertisers is pretty high. This, in turn, results in higher CPMs for publishers.
- Better Fraud Protection — Preventing ad fraud on mobile is significantly easier than on desktop. This means that both publishers and advertisers are better protected from malicious advertising practices.
- Wider Variety of Formats — Compared to video advertising on the web, in-app video ads come with a wider range of formats. For instance, by using interstitial or rewarded video ads, publishers can make the UX smoother and the promotional content less annoying and intrusive.
- Lower Ad Blocking — While ad-blocking technology runs rampant on PCs, that is not the case for mobile devices (yet).
Types of Mobile Video Ads
There are multiple video ad formats mobile publishers can include in their ad monetization strategy. The choice will depend on factors such as the app or mobile web page layout, target audience, type of content, desired revenue, and more. So take your time and ensure you choose the ad type that best fits your mobile content. Here are 5 most common types of mobile videos ads and what they’re most suited for:
1. Instream Video Ads
Everyone who’s ever visited a website like YouTube is undoubtedly familiar with instream video ads. These are video ads that play before, during, or after an online video stream. Instream video ads are the most widely used type of video ads, primarily due to the popularity of YouTube.
Pros and Cons of Mobile Instream Video Ads
Pros:
- High CPMs
- Great viewability
- Large demand
Cons:
- Require existing video content
- Intrusive to user experience
Monetize with pre-, mid-, and post-roll instream video ad formats.
Learn More2. Interstitial Video Ads
Interstitial video ads are pop-up advertisements that appear as short video clips covering the entire screen. These ads are often used in mobile applications in-between screen transitions.
Although these ads can be any form of graphic or rich media ad, videos are by far the most effective.
The most notable downside of interstitial ads is that they are quite intrusive. This means that not all apps are good candidates for interstitials. For instance, emergency apps shouldn’t contain such an intrusive format. Despite having high clickthrough rates, most clicks can be attributed to accidental and not engaged clicks.
Interstitial Ads Pros and Cons
Pros:
- Highly engaging
- Good choice for mobile games
- High CTRs
Cons:
- Very intrusive
- Not a good choice for all publishers
3. Outstream Video Ads
Outstream video advertising entails serving video ads in-feed, rather than within other video content. These ads appear before users as sponsored videos while scrolling down their feeds.
Outstream ads were initally developed as a mobile ad format, but have since expanded to desktop environments.
Mobile Outstream Ads Pros and Cons
Pros:
- Don’t require video content
- Great candidate for native advertising
- Not as intrusive as other formats
Cons:
- Not as engaging as other formats
- Lower CPMs
Read More: Instream vs. Outstream Video Ads
4. Gamified Video Ads
Gamified video ads are a particular type of interactive ad that lets users play a minigame or interact with the ad in some other way. These game-like video ads are one of the best ways to engage consumers. Aside from that, they often have high conversion rates, especially when advertising educational or problem-solving apps.
Why are gamified video ads so effective? Because consumers are more likely to stay engaged for longer and convert if they have an exciting challenge (like a puzzle or a riddle) in front of them.
Gamified Ads Pros and Cons
Pros:
- The most engaging ad format
- High conversion rates
- High CPMs
Cons:
- Highly intrusive format
- Not a good choice for all apps
5. Rewarded Video Ads
Rewarded video ads are a widespread mobile ad type that lets users earn a reward for watching a video ad. This ad type is most popular in the mobile video gaming world because it offers an uninterrupted gaming experience and has excellent engagement rates.
Rewarded video ads usually last between 15 and 30 seconds. The rewards users can get from these ads vary greatly — from receiving additional lives to discounts and various multipliers.
Rewarded Ads Pros and Cons
Pros:
- High CPMs
- Great choice for mobile game apps
- Boost app usage times
Cons:
- Low CTRs
- Not as engaging
Top 5 Mobile Video Advertising Networks in 2023
If you’re planning to monetize your mobile content using video ads, you’ll need to find a reliable mobile video ad network. Here are five excellent choices:
1. Google AdMob
AdMob is the largest mobile ad network on the market. This shouldn’t come as a surprise, given that it belongs to the tech giant Google. The network is focused on mobile app monetization, so if you’re looking to monetize a mobile website, it’s better to stick with Google Ads.
AdMob includes an array of engaging ad formats, built-in analytics tools, and an array of automations. Trading works on the basis of real-time bidding, where some of the largest demand partners on the market can place their bids.
2. TargetVideo Premium Demand
TargetVideo is a monetization solution with a focus on video format variety. Although this isn’t a mobile-focused solution, it does support cross-device monetization, allowing publishers to serve ads on web, mobile, and even OTT.
The platform provides publishers with access to premium demand from high-quality industry partners. In addition, the platform is also packed with an array of tools, such as detailed ad analytics, Prebid price floor optimization, and the Managed Ads Service.
Premium Demand is part of a robust video engagement and monetization platform. Through it, TargetVideo’s publishers can gain access to many other useful tools and features, such as video library management, secure video hosting, unlimited storage, and more.
· Premium Google ADX Demand
· Omnichannel Monetization
· Rich Selection of Video Ad Formats
· Real-Time Performance Tracking
· Automated Reporting
3. Digital Turbine (Formerly AdColony)
This app monetization platform is one of the largest globally and has many large brands like Adidas or Hilton Hotels under its wing. Digital Turbine specializes in rich media and mobile video ads. In addition, Digital Turbine allows publishers to integrate an offer wall into their apps for an additional revenue stream.
One of the most notable advantages of this ad network is that it supports in-app advertising and offers various micro-targeting options some other providers lack, such as conetextual targeting.
4. Epom Apps
Another app-focused monetization platform, Epom Apps supports formats such as native ads, interstitials, and rewarded video ads. The platform uses AI tech for ad stack optimization, along with automated mediation.
Epom allows publishers to put up ad inventory for real-time auctions. However, it also supports direct deals, making it a good, versatile option for larger publishers.
5. AppLovin
AppLovin is a mobile ad network that specializes in mobile game monetization. On top of plenty of features for maximizing monetization, it prides itself on its advanced machine learning and predictive algorithms. Additionally, it offers high-end targeting options.
The platform comes with over 100 integrations and partners, such as the Trade Desk. Lastly, it boasts high-end brand safety features and detailed ad performance analytics.
You Might Also Like: 20 Best Video Ad Networks for Publishers (and How to Pick the Best One)
Monetize Your Mobile Content With TargetVideo
Whether you have a cross-device-optimized website or an app, if you’re not monetizing your mobile content, you’re missing out on valuable revenue. After all, all it takes is some understanding of mobile video ads and the right network by your side! With TargetVideo, you can easily monetize your video content, manage your library, and so much more.
And if you’re not a mobile publisher yet, but want to publish an app, TargetVideo can help with that, too. Our white-label OTT solution allows publishers to launch sleek-looking, highly functional OTT apps across devices with little effort.
In addition, our extensive Android, iOS, and tvOS SDKs allow publishers to integrate the TargetVideo platform and monetization solution with their existing OTT apps seamlessly. These SDKs give publishers access to a wide variety of advanced monetization options like video header bidding and ad podding across a variety of OTT devices.
Brid.TV OTT & CTV Solutions
· Android & Android TV
· iOS & Apple TV
· WebOS & Tizen
FAQ
1. What is the average CPM for mobile video ads?
The average CPM for mobile video ads can go anywhere from a few dollars to a few dozen dollars. The precise cost will depend on ad type and placement, a publisher’s audience size, ad network, and more.
Who is the largest mobile advertising market?
The United States is the largest mobile advertising market, estimated to be worth over $50 billion.
What are the examples of mobile video advertising?
Examples of mobile video ads include interstitial video ads between levels in a mobile game or a rewarded video ad a user watches to get an in-game reward.