Video has proven to be a powerful way to deliver interesting content and turn consumers into loyal fans. Video advertising is doing the same for mobile marketers across the world. By 2020, mobile apps are forecasted to generate about $189 billon in revenue through app stores & in-app advertising.
Video ads have contributed to a 20-40% increase in app revenues for most app developers. Picking the best video ad format must be based on an analysis of the user behavior & the developer’s goal. The aim should be to gather as much data to understand the interests & demographics of users. This helps in zeroing on the most effective mix of video ad formats, frequency, placements & caching to figure out the best options for your app.
Whenever possible, opt for vertical video. It is estimated that 60% of people hold their phones vertically, while only 11% often hold it horizontally.
Keep video ads for mobile as short as possible. Attention spans are shorter on mobile than they are with TV, so it’s critical to keep creatives short and sweet.
Mobile video advertising may be both effective and popular, but not all in-app video ad formats are the same.
Types of In-App Video Ads
Rewarded Video Ads
Users opt-in to watch an ad in exchange of rewards like additional game life, unlocking a higher level, cryptocurrency, etc. They are the fastest growing format within video & give 30-40% higher eCPM. Rewarded video ads generate positive user experience & higher engagement rates.
Playable Ads
Built around a player, the playable ad creates an interactive moment such that the ad seems natural & offers an enjoyable experience to user without downloading.
Developers get to create a long-lasting, meaningful interaction & higher LTV with these users opted ads. They lead to 30% increase in retention & 120% higher conversion for advertisers.
Full Screen Video Ads
Also known as interstitial ads, they appear at natural transition points of app. These ads efficiently manage user satisfaction levels by delivering a viewable, non-obstructive experience. This results in higher click-through rates.
The Right Video Partners
When running mobile video ad campaigns, make sure you have the right team in place for support. Lots of demand-side platforms, ad agencies, attribution partners and so forth may claim to be video experts, but don’t take them at their word. Be sure to do your due diligence and figure out who precisely has the expertise, experience and technical acumen you need to make the most out of mobile video advertising.
