Mobile Video Ads Drive Brand Awareness, Engagement - eMarketer

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Mobile Video Ads Drive Brand Awareness, Engagement

Digital video ad spending is growing

January 14, 2016

Mobile video advertising brings a lot of value to marketers, primarily increasing brand awareness. It also helps with lead generation and better engagement, according to a December 2015 survey.

Trusted Media Brands (TMB) and Advertiser Perceptions asked US media decision-makers to choose their top three benefits of mobile video ads—whether or not they currently use them.

Almost half of respondents (47%) said that increasing brand awareness was one of their primary benefits and a little over a third said that better engagement and interaction was.

Additionally, nearly one-third of respondents said that mobile video ads were suited to mobile consumption behaviors.

That mobile video ads get higher clickthrough than desktop-based ads and are less intrusive also appealed to media decision-makers, but lower on the list.

Mobile video ad spending is growing faster than any other digital advertising format in the US, according to eMarketer estimates.

Spending on mobile video advertising will grow more than 70% to reach $2.62 billion in 2015—over one-third of the estimated $7.77 billion to be spent on digital video ads. By 2019, eMarketer estimates, mobile’s share of total digital video ad dollars will reach 47.7%.

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