In fact, marketing analytics firm Moat reported that the completion rate for US mobile video ads in Q3 2018 was 50.0%. Data indicates that rewarded video ad units are also increasingly familiar to consumers who have had a generally positive response to them. In June 2018, OpenX surveyed US mobile users and found that about 70% had watched an opt-in or rewarded video ad previously.

The decline is partly due to the growing digital video market. Over-the-top (OTT) services like Netflix, Amazon Prime Video, CraveTV and Videotron’s Club Illico have created new non-ad-supported channels for TV-like viewing.

“One of the most important and effective things we are doing amid the pandemic is prioritizing and supercharging all the initiatives and marketing plans that we were going to be doing in Q3 and Q4,” said Junior Pence, CMO and creative director at Peace Out Skincare, known for its Acne Dot patches. (Pence was interviewed in late April.).

If there are bright spots for TV, they aren’t likely to appear until Q3. Political advertisers will ramp up spending at that point, and professional sports may be back in swing. That includes the NFL, which accounts for an outsize share of TV ad spending.

During its Q4 earnings, Facebook said 2.7 billion people use at least one of its four apps—Facebook, Instagram, Messenger and WhatsApp—every month, an increase of 100 million users over Q3. It’s easier to show growth when all the apps are combined, and it hides weakness in any one service. You might think we’re talking about Facebook there, but usage in Q4 was still strong.

It’s also important to note that last year’s presidential elections drove digital ad spending and awareness in Brazil, considering President Jair Bolsonaro’s extensive use of social media and digital video during his campaign.

In Q3, almost three in four purchases made due to Amazon DSP ads were made from ads placed on Amazon-owned properties. Tinuiti’s clients are still using Amazon DSP mostly for lower-funnel objectives, but that is changing over time. In Q1 2019, there was a 74-26 split in favor of purchase-oriented ads as opposed to awareness- or consideration-oriented placements.

According to Moat, more than 80% of video ads delivered to both desktop and mobile devices in France in Q3 2018 appeared on-screen, and about 70% were fully on-screen. Over 70% of video ads served to desktops were played in-view, as were at least 61% of those served to mobile devices.

This report features our latest forecasts for Latin America’s digital video market with breakouts for Argentina, Brazil and Mexico. It also looks at who’s watching, how and where they are watching, and what it all means for marketers.

This year, France will have more than 38 million digital video viewers and more than 25 million mobile phone video viewers. Close to four in 10 digital video viewers will watch Netflix in 2019, thanks to a growth rate of more than 33% compared with 2018.

The TV and OTT landscapes continue to shift and slide as consumers adopt digital video and streaming options, and the companies producing long-form content make bets on where audiences will spend their time. Here are eight digital video market predictions for 2019.

Radio, like in France and the UK, has a sizable audience in Germany, with internet users ages 16 to 64 spending an average of 1:32 a day with traditional broadcast radio in Q3 2018, which is almost three times what they spend on music streaming (0:37).

Although Magid pegged the theoretical average number of services at six, an Ampere Analysis study found that US SVOD households carried an average of 2.8 SVOD subscriptions in the year leading up to Q3 2018. That number rose from an average of 1.7 in Q3 2015, but has been static at 2.8 for at least 18 months since Q3 2017, suggesting US households are reluctant to add new services to their bills.

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For now, the ad channels most likely to take a hit are display, social media and digital video, with linear broadcast TV not far behind, according to the Advertiser Perceptions research.

Usage will continue to decline through 2023, when it will drop to 14.1 million. eMarketer has cut its forecast substantially since Q3 2018, when it forecast 17.0 million users for 2019.

Back in Facebook's Q3 2018 earnings call, CEO Mark Zuckerberg admitted that the "effort to shift Facebook from News Feed-first to Stories-first hasn’t been as smooth as [he] hoped."

TV is becoming more like digital video. Thanks to the growing volume of user data that linear and connected TV platforms are capturing, outcome-based metrics and attribution are realistic goals for TV advertisers.

That time is slipping by a few minutes per year, as digital video gains popularity. But TV viewers will still spend about three times as long watching linear programming as digital video viewers will spend with digital video content (1:18 daily, on average).

Many Hispanics also pay for digital video in the form of subscription video-on-demand (SVOD). Nielsen identified 70% of Hispanics as SVOD users in its Q3 2018 audience research, for example. That’s roughly in sync with May 2019 polling from Morning Consult and the Hollywood Reporter, in which 61% of Hispanic respondents said someone in their household subscribed to a streaming service.

According to Twitter’s Q3 2020 reporting, mDAUs grew by 29% YoY to 187 million. In Q1 2020, Twitter added 14 million mDAUs; it added another 20 million in Q2, when global lockdowns were most heavily mandated. In Q3, it added just 1 million, as quarantines eased during the summer months.

A rapid resolution to the crisis could lead to a decent rebound in spending in Q3 and Q4, but it’s too early to make any clear predictions that far ahead. There are a few bright spots. Mobile gaming heavily relies on advertising from other games. InMobi’s survey found that 56% of US consumers have increased time playing mobile games.

And a Q1 2019 Ampere Analysis study indicates that 56.6% of internet users in India viewed digital video content every day on their smartphone. Sports viewing by fans online is another driver for mobile time spent. Between Q3 2017 and Q3 2018, the share of internet users in India watching sports coverage on a mobile phone had increased from 38% to 45%, according to GlobalWebIndex.

According to GlobalWebIndex’s Q3 2019 study of internet users and online gamers ages 16 to 64 in the US and UK, the features that male respondents most believed would improve the social aspects of gaming were creating more challenges involving one-to-one teamwork (32%) and making it easy to watch other gamers (31%).