Mobile users love video. They like streaming video content services like Amazon Prime and Netflix. They like live-streaming events in real time. They like Vines. Bottom line: motion captures our attention in a way that still images just can’t.
It should come as no surprise, then, that mobile users also engage with video ads. Our 2014 Year in Review S.M.A.R.T. report revealed that engagement rates are exceptionally high — more than 800% higher in some verticals — for video ads compared to standard banner ads.
As we do every year, we took a look at the numbers from our platform and analyzed. Measurement and retargeting are crucial pieces of the mobile advertising puzzle, so we make a habit to turn those tools on ourselves and share what we learn with the world. 2014 proved to be an exceptionally interesting year for mobile video, and we noted several other global mobile advertising trends emerging:
- In terms of spending by vertical, Retail is the global leader. We also saw Government & Military enter the Top 10 for the first time, as a result of more advocacy campaigns.
- Brand Awareness & Engagement was our advertisers’ most frequent campaign goal (37%) in 2014, a 15% increase from 2013. (The 2013 leader was Site/Mobile traffic, which fell to No. 2.)
- Within certain verticals, campaign goals could vary. Fifty-two percent of Automotive ads focused on Product Launch, while 33% of Retail ads were aimed at Increased Foot Traffic.
- Video engagement was on average five times higher than engagement on standard banners. The top three verticals for user engagement on video ads were Technology & Business Services, Telecommunications, and Finance.
- Video ads are more heavily targeted to tablets, to take advantage of those devices’ larger screens. Forty percent of video ads are targeted to tablets, compared to 21% of all ads.
Please download the full report to explore all of what we found by sifting through our own data. I found it fascinating and enlightening, and I’m sure you will, too.
On a personal note, the 2014 Year in Review S.M.A.R.T. is the 100th research report Millennial Media has released. We’ve been analyzing and providing insight into data for years, and we’re excited to reach this milestone. It’s how we educate ourselves, our clients and partners, and the industry. I encourage you to check out our Mobile Intelligence archives of Mobile Mixes, S.M.A.R.T. reports, Mobile Intel Series whitepapers, infographics, and special reports.
Here’s to another 100!
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.