If us posting news about the growth of mobile video has become de rigueur by now, it’s for a good reason. Mobile video continues to push digital ad revenue further and higher, faster than many analysts predicted. Online ad software and strategy PubMatic published their Q3 Quarterly Mobile Index and the growth continues to be real. We’ll take a quick look at that and the latest IAB Advertising Revenue Report this week!
Digital Revenues are UP!
The numbers are in and the Interactive Advertising Bureau has released its latest revenue report. According to the IAB, digital ad revenues for the United States during the first half of 2018 increased to $49.5 billion, representing a 23% increase, year over year. Within that increase, the IAB pointed out astutely within the report that mobile now makes up 63% of all digital ad revenues. If your brand isn’t putting some ad dollars behind mobile video, you’re being left behind.
“Half-year digital advertising spend in 2018 outpaced the last few years,” said Sue Hogan, Senior Vice President, Research and Measurement at IAB. “Typically, first half revenue trends lower than the second half. That we’ve seen 23 percent growth this year from January through June, while simultaneously witnessing the continued decline in ad spend on traditional media, indicates that the industry dollars – which were slow to follow actual consumer behavior – are now aligning appropriately.”
Mobile Video as a Percent of Impressions
PubMatic’s analysis is top notch. They analyzed their network and one thing stood out to us from their latest report: Mobile video is continuing to grow as a share of digital revenue. Mobile video represents over half (53% to be exact) of video impressions on PubMatic’s platform.
In-App Video has also skyrocketed relative to mobile web. With users spending more and more of their time in apps relative to mobile web, it’s important for brands and apps that want to grow to target the in-app space specifically.
The Q3 Quarterly Mobile Index even delves into the success of header bidding in mobile, a subject we’re pretty passionate about.
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