With the bulk of mobile programmatic ad spending coming from apps, in-app video has emerged as one of the most lucrative channels for advertisers and publishers alike.
This is according to digital advertising outfit PubMatic, which has released its quarterly mobile index for Q4 2019.
The research shows a sharp spike in in-app video spending globally during the last quarter.
In APAC, in-app video increased 110 per cent from the previous quarter. The Americas saw a 156 per cent rise, while EMEA was up 50 per cent.
“In the age of mobile, and now video, buyers are attracted to in-app video experiences that can reach a steady stream of engaged audiences,” says PubMatic.
“As media shifts towards more interactive, dynamic formats, publishers who are poised in-app are primed
to capture the growing ad revenue opportunity.
“To provide optimum viewing experiences and maximize ad efforts, it is important for publishers to ensure high-quality inventory standards and for advertisers to tailor campaigns at welcomed levels of ad engagement to the right audiences.”
With this has been an increased investment in mobile video header bidding, which grew 2.4 times over the last quarter.
Header bidding has been growing across all formats since 2015 and has proven a way for publishers to better monetise their mobile inventories.
“Despite cost, resource and time-prohibitive implementation efforts, in-app header bidding usage continues to grow because its benefits are clear,” says PubMatic.
“As both mobile and video ad demand continues to soar, publishers and app developers who invest in video header bidding solutions in-app will extend their inventory monetization efforts.”
