The Covid-19 pandemic has seen advertisers spend more on mobile video advertising to target people in lockdown and staying at home.
Video ad spending grew by 65% in 2020 as advertisers in consumer goods, gaming and financial services industries invested in mobile video advertising, according to a new report by InMobi.
“Mobile devices are now able to deliver a near-seamless video experience to users, which is especially significant in Southeast Asia due to the size of the market here,” said Rishi Bedi, vice president of South East Asia, Japan and Korea at InMobi.
“Brands are realising the inherent potential of video marketing in creating real connections with their customers. From orientation and timing to targeting and placement, adopting the right programmatic video ad strategy will be crucial for companies to stand out in the eyes of the mobile-first consumer.”
What did the report find?
Click-through rates (CTRs) driven by in-app videos outperformed other in-app formats by 179%, growing three times year on year.
Landscape videos had a 47% higher CTR - a 6x growth year on year, compared to other static display ad formats such as banner and interstitial.
Advertisers from the retail, shopping and social media industry have invested heavily in landscape video as it is easy to convert core assets and press play on their campaigns.
Vertical video CTRs has seen a growth of 196% year on year, which is 2x higher CTR driven on vertical video compared to other formats.
The report suggests vertical videos are now the preferred format for marketers from the shopping, social and gaming industry.