Teads.tv White Paper: Mobilising video advertising: trends, challenges and opportunities
Mobile is everywhere with more than half of the global population owning a smartphone or tablet and developing a deeply personable relationship with their devices. As a consequence, mobile is expected to be the main driver of global adspend growth and will contribute a full 83% of the extra adspend between 2014 and 2017 according to ZenithOptimedia forecasts.
At Teads, we believe that mobile is not just another screen to be added to the video stack. As users are more averse to advertising on mobile and more sensitive to intrusiveness, the industry needs to adapt video ad formats and creatives to mobile devices. This means reducing the length of the videos. The US leads the way, with 50% of campaigns planned with a mobile version of the ad in mind. If this shift in thinking doesn’t happen, we risk speeding up the adoption of ad-blockers, missing the opportunity to make brands’ messages resonate with their audience.
On mobile, users are in a particular state of mind that differs to that of watching TV or working on a desktop. Mobile is flexible; it’s adaptable, it satisfies a curious appetite – be it immediate access to entertainment, shopping or friends. The day is fragmented in hundreds of micro-moments that each bring with them a new need and a new opportunity for brands to deliver relevant and engaging messages.
As content and context play an important part in the race for user attention, it comes as no surprise that native advertising formats are experiencing such stellar growth. Integrated in the feed of the content, they are very well adapted to mobile consumption, being viewable by default but not forced upon the user. Based on Teads’ video distribution expertise, this white-paper looks into the trends, challenges and opportunities offered by native mobile video advertising.