Advertisers and Publishers Increase Spend on Mobile Video: AOL

Around the world, people are watching more video on mobile devices. Advertisers and publishers are keeping up with them by increasing spending on mobile platforms. That news comes from AOL, which recently undertook a global study of 1600 consumers in seven markets to learn how people were adapting to mobile. AOL also questioned 300 professionals at agencies, brands, publishers, ad networks, and ad tech companies to get the industry’s perspective.

The results show mobile investments increasing: 47 percent of advertisers around the world expect to increase mobile ad spending by at least 25 percent in 2017, while 57 percent of publishers expect mobile ad spending to grow by 25 percent. Those numbers are much higher in the U.S., where 70 percent of advertisers expect to increase mobile ad spending by at least 25 percent in 2017, and 79 percent of publishers expect client investments to grow by the same amount. Where’s that money coming from? TV budgets, for the most part.

Most people watch mobile video daily, AOL finds: 57 percent of consumers around the world watch mobile video every day, nearly the same as the 58 percent who watch video on a desktop or notebook every day. Viewers like their video on the short side: 42 percent make a daily habit of watching videos 5 minutes long or less.

One surprise in AOL’s data is that VR, 360-degree, and live video is growing at a rapid rate, but not everywhere. In the U.S., 31 percent of consumers say they’ll watch more VR videos in the next year. Up north, only 9 percent of Canadians say the same.

The biggest opportunities in mobile video are with in-app video ads (which increase interactivity and engagement), granular audience targeting, and buying mobile ads programmatically, AOL advises.

For more results, see AOL’s blog post and infographic.


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