IAB is going to set HTML5 as the new industry standard in interactive marketing, and discard Flash, who have advertisers used for a long time as a standard for making interactive ads online. IAB made this official in its latest document “IAB Display Creative Guidelines,” where the organization recommended the industry to migrate from Flash to HTML5 technology. According to Scott Cunningham, senior vice president of technology and ad operations at IAB, Flash is not interoperable across devices. HTML5 has proven more effective than Flash as it shown to be a more open web technology for which the browser support cross-platform sets the stage for more rich, complete and personalized experiences to share with the users, regardless the device they use. The state of Q1 2015 shows 5.35 billion rich media impressions were thrown away on mobile devices, as they were defaulted to Flash instead of HTML5. (more…)
IAB, IAB Europe & IHS revealed their global figures for mobile advertising revenue, which increased 64.8% to $31.9bn (€23.9bn) in 2014, compared to $19.3bn (€14.6bn) in 2013. The global figure for mobile advertising revenue in 2014 is made up of the following regional shares: North America: 44.9%, Asia-Pacific: 36.5% , Europe: 16.6% , Middle East and Africa: 1.2% and Latin America: 0.8%. Mobile display again showed the highest growth (88.%), overtaking search as the dominant segment. Display represented 47.4% of the total global mobile advertising revenue in 2014. (more…)
Last week’s 6th annual VidCon brought new trends in the digital video marketing business, strategic insights and some new stats. One of the key notes of this years VidCon was about how to fund online video in the future. John Green co-founder of VidCon brought up a big question – should we build the future of online video around paid subscriptions, advertising, hybrid models, voluntary payments, or to create some completely new model? One thing’s for sure – mobile is priority, and will be a priority in the digital video marketing business, according to YouTube’s CEO Susan Wojcicki. Susan mentioned the importance of the new redesigned YouTube mobile app, which now lets users watch full-screen vertical videos with just a single tap. (more…)
Advertisers continue to run Flash-based ads regardless of the fact Flash is no longer supported on mobile phones, show the latest Sizmek study. Even 5.35 billion Flash rich media ad impressions were served through the ad management platform defaulted to single static images, which is 98.6% of Flash rich media ads defaulting on mobile devices, and just 8.3% of HTML5-based rich media ads. The study found there were more Flash mobile ad impressions served in Q1 2015 than HTML5 ad impressions. Among campaigns that served minimum one million impressions in Q1, the average default rate was 35.2%, and 12% of advertisers never successfully served a rich media ad on a mobile device. Mobile’s share of display impressions in Q1 2015 nearly doubled compared to last year. According to the stats, click-through rates on mobile are still higher than desktop, and desktop display ads continue to have significantly higher interaction rates.
Mobile online video viewing is increasing – Ooyala found mobile video consumption has jumped 100 percent year-over-year between the Q1 2014 and the first quarter of 2015. Ooyala forecasts for mobile video’s share to cross 50% growth by Q3 ’15. Therefore, it’s become imperative that organizations enable the anytime-anywhere delivery of video content across all handheld devices. Since video sharing is growing in popularity, and more and more mobile users are and will spend time-consuming videos on their mobile devices, social media marketers need to start putting mobile video at the top of their web video production when creating successful social media campaign strategies for their clients. (more…)
More often than before, people are using mobile devices, and according to Cisco by 2018, more than 64% of the world’s population will be mobile users. Here is the current state of the industry that explains why you need to put mobile first while creating your marketing campaign:
Mobile Video Dominates
Mobile usage has become a part of the everyday routine of an average human being, and lately this trend is passing on the video consumption department as well, as more people are watching video on mobile devices. During the past year, 26% of online video views were on a mobile device, which is a 63% year-over-year growth rate. (more…)
According to a new eMarketer’s research paper, mobile video ad spend in US is expected to climb to $2.62 billion in 2015, which represents more than 13 total figure ( $7.7 billion) advertisers are expected to spend on digital video ads this year. This market research firm also predicts more than 105 million US smartphone users will watch a video on a mobile device at least once a month, which is a 13.9% increase compared to 2014. eMarketer stats show that by 2019, mobile video will account for nearly 12 of total digital video ad dollars, and mobile ad spend is expected to account for around 72.2% of total digital ad spending.
The latest Twitter report shows 90% of Twitter videos are being watched on a tablet or smartphone, and around 70% of Twitter users watch videos found in their feed. Twitter state’s that native video can drive 2.5X more as many replies and 3X as many retweets than any third-party video shared on this social network service. According to this report, 50% of users spend their time on Twitter watching sports clips and TV shows, while 64% watch breaking news. As video content is becoming more popular on Twitter, advertisers should consider the importance of Twitter while creating their video marketing campaigns.
After Google, Bing is encouraging websites to offer mobile-friendly versions as well. Bing will begin rolling out their version of the mobile friendly algorithm for Bing mobile search results in the upcoming months. Google updated its search algorithm to rank mobile-friendly sites higher in the search results on mobile devices in April. With Bing following this trend as well, website developers must adapt to these new rules and make sure their content can be easily viewed by mobile users. But for a site to earn a high spot in Bing’s search results, it needs to be more than just mobile friendly, as Microsoft will continue to value the relevancy of a page as a dominant factor.
Online ad viewability is a hot topic in advertising right now, therefore, brand advertisers want to ensure that their video ads are seen. Google conducted a study of their video advertising platforms, as they explain – to better understand video ad viewability. They analyzed two separate sets of data during April of 2015. The first data set consisted of video viewability across the web which did not included YouTube (Mobile video app ad views were excluded from this data set) and the second data set which consisted of video viewability data for YouTube, only this data set include both data from across the web and mobile in-app ads. According to this study, YouTube users have a 91% viewability rate of video ads, while the average viewability of video ads across the web (not including YouTube) is 54%. (more…)