Australian and New Zealand mobile users are responding more to mobile video advertising than any other mobile ad format, new research has revealed.
Global mobile advertising platform InMobi has released its 2017 Mobile Marketing Trends report today, revealing that mobile video advertising has seen a rapid increase in consumption in the trans-Tasman over the past year, growing 300 per cent from 2016 to 2017.
The report also found that mobile video ads are also surpassing engagement rates for all other mobile ad types, delivering 3.7 times more engagement than banner ads, 2.7 times more engagement than native ads and two times more engagement than interstitial ads.
InMobi’s commercial director for Australia and NZ, Paul Kent, said: “These results can be attributed not only to consumer demand for video content, but also the growing app economy with consumers more comfortable viewing video ads in-app, better WiFi connections and more free hotspots, and better viewing experiences offered by new smartphones with larger screens.
“It should be no surprise that Apple users are the leading consumers of mobile video ads.”
With advertisers embracing this trend of using mobile video ads as an effective storytelling medium, ad spend for mobile video grew 11 fold in the past year.
This number is predicted to climb even higher in the next financial year, with more advertisers trying to catch consumers on their new first screen – their mobile – and more smartphones hitting the market, such as the iPhone 8, iPhone X, and Google Pixel 2.
Interestingly, FMCG, auto and retail have been the biggest sectors driving the growth in the adoption of mobile video advertising in the ANZ region, according to the research.
Mobile video has also become the most preferred ad format for programmatic campaigns, assisting with the 77 per cent growth in mobile programmatic ad spend from the first half of 2016 to the first half of 2017.
ANZ remains a dominant force in mobile ad consumption in the Asia Pacific region, sitting as the fifth largest mobile ad destination after South Korea, based on total ad impressions.
Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]
In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]
The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]
Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]
The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]
Worksafe and FCB New Zealand have launched a wild new campaign, challenging New Zealanders to take a fresh look at workplace safety. The launch TVC, hitting screens big and small this week, asks workers to be more vigilant and proactive, by listening to their inner-meerkats. In the last five years, WorkSafe has recorded 363 workplace […]
Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]