It’s no secret that the global digital advertising market has skyrocketed over the past several years.Fueled largely by the emergence of sophisticated programmatic technologies, online ad spend in Western Europe alone is expected to reach $34.49bn in 2015 according to eMarketer.
Although that figure is clearly an impressive projection, to continue at that trajectory, we as an industry need to conquer the next emerging frontier - mobile.
I know, you’ve been hearing 'this is the year of mobile' for the past five years, but when it comes to the prevalence of mobile video ads, now is the time we’ll really begin to witness growth comparable to desktop in the European markets.
First and foremost, let’s look at the consumer - two trends are forcing us to think very hard about mobile video monetization as consumer time spent continues to grow. One implication is that we will hit the stagnation point of available, premium desktop inventory.
Also, an increasing amount of short form video content is becoming available as it’s much more suitable for consumption on mobile devices with smaller screens.
Combine these two factors with the prediction that addressable TV, while an important development and a growth area, will not be able to absorb critical mass of audience targeted video budgets.
This means now is the time to double down on mobile video inventory. However, for this growth to happen as it should, it will require substantial efforts from both the buy-and-sell-sides to address potential growth-stifling issues and make mobile more video friendly.
We need to start with building the confidence of marketers as mobile video can be daunting for brands when you consider the small screens and ad formats with vision, motion, and sound limitation.
Furthermore, apps do not always provide a clear proxy for audience. Combine that with scarcity of scalable and accurate third-party data and any sense of audience buying is lost.
Also other digital environment measurement standards don’t apply making the ability to measure performance on a consistent basis more difficult.
This article has been extracted from http://www.thedrum.com, please click on this link to read the article in full http://www.thedrum.com/industryinsights/2015/02/10/why-2015-will-be-year-mobile-video-advertising
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