Many things have changed in the digital advertising sphere during 2015. Total digital ad spend in the US has accounted for around $58 billion in 2015, which represents a significant growth compared to the $50 billion in 2014, shows The Sixth annual State of the Video Industry report done by AOL . The predictions are that US digital spend growth will only go up, reaching $93.7 billion in 2019. This growth is mainly coming from video content and that has been consumed mostly on mobile devices.
Digital ad spend in the US has accounted for $58 billion in 2015 and most of it was spent on video content! Click To Tweet
Mobile And Video Were Two Major Digital Trends in 2015
According to the report, marketers have started investing more in mobile advertising. Mobile has accounted for a ⅓ of their total digital advertising spend. One important fact that shows why publishers need to invest more in mobile video advertising this year is that nearly a 1/4 of publishers saw an average increase of 7% in mobile revenue compared to previous year results.
Mobile Video Domination
“Mobile is the first screen, that’s where you have to start. Your head’s in the sand if you don’t think it is,” states Melissa Keller, EVP of Channel Investments.
There has been spotted a major growth of mobile video content consumption. Marketers and publishers need to stay in touch with these changes in people’s behavior, and according to the latest digital trends, tailor proper video marketing strategies. Here is more data that proves mobile video domination during the previous year:
- In August 2015, more than 191.5 million people watched nearly 50.5 billion online videos in the US.
- While desktop video spend grew from $3.7 billion to nearly $4.7 billion over the past year, mobile video grew from $1.5 billion to $2.7 billion.
- The survey also shows that marketers have increased their overall mobile video buying budgets by 18% since 2014, and 50% of mobile video buyers have increased spend in the format at an average of 8% over the past year.
The Obstacles To The Continued Growth Of Mobile Video ConsumptionRegardless of all the obstacles the #marketing potential in #mobilevideo is undisputable! Click To Tweet
A few challenges have been spotted that can be in the way of the popularity of mobile video. Attribution and measurement are the number one challenge. Contrary to the attribution and measurement in desktop environments, mobile performance is more difficult to track. The reason behind this is a problem of tracking down identifiers across mobile web and in-app inventory. Currently, there is no measurement method as accurate as desktop analytics.
The second biggest challenge marketers are faced with is mobile video creative optimization. It’s expected of them to adapt creatives across screens despite many technical and operational issues. Over a 1/3 of marketers and publishers stated they have to spend a great amount of time and budget for mobile video optimization compared to other digital formats.
Regardless of all the obstacles mobile marketers are faced with, the marketing potential in mobile video is undisputable. With everyone switching from Flash to HTML5, these challenges will be eventually solved.
Keeping up with trends and expectations our latest update brings more mobile functionality to your video content run through BridTv than any other player on the market. And with our first-to-tech in-page mobile video widget you are taking your video one step ahead of your competition.